Two new Smooth bar flavours will boost incremental dark chocolate retail sales
Green & Black’s, the premium organic chocolate brand, has announced a new addition to their Organic tablets range: Smooth. The exciting new Smooth bars, in delicious Plain 50% Cocoa and Mint flavours, are now available in selected retailers.
The new Smooth range from Green & Black’s has been specially developed to deliver a smoother mouthfeel and taste experience to dark chocolate lovers, as well as attract new consumers who have historically found dark chocolate too bitter.
Alanta Moodley, Brand Manager for Green & Black’s at Mondel?z International said: “We’re excited to be bringing the Green & Black’s Organic Smooth range to the market this month – an innovative creation that’s a new 50% cocoa mass product to the chocolate market. Consumers are more interested in organic products than ever before – in fact the organic market is now worth almost £2.8bn – so it’s the right time for a brand like ours to be creating something new for dark aspirant shoppers.
“What’s more, we found that 29% of chocolate consumers would like to try dark chocolate but many imagine it to be too bitter. The Smooth bars aim to attract these dark chocolate aspirants, providing a perfectly balanced intensity of our finest organic and ethically-sourced sun-dried cocoa beans?for a deliciously smooth, less bitter dark chocolate.”
Retailers should stock up on the new variants in the Green & Black’s Organic Smooth chocolate range and sell it alongside the rest of their Green & Black’s Organic tablets to strengthen the dark chocolate proposition to shoppers by appealing to all taste preferences. As the third biggest flavour within chocolate, retailers should site the Mint flavour strategically to help appeal to shoppers looking to trade up to the Premium category.
The launch will be supported by a significant marketing campaign spanning in-store, OOH, cinema, and digital channels to capture shopper attention and help to drive sales at launch and beyond.
 Online Survey amongst Total Population n = 1000 adults 16-69 Conducted by Engage Research March 2017
 Kantar 52wks 18.04.21