By Lorrie Baumann

Seattle Chocolate Company unveiled a brand refresh for its entire line at the Summer Fancy Food Show. The company has had second thoughts about everything from its logo and tag line to the label design for its bars and is now celebrating its Pacific Northwest roots more clearly and consistently, said Chief Executive Officer and Owner Jean Thompson.

The changes come after the company surveyed its consumers who told them that one important reason they buy Seattle Chocolate Company products is that they come from Seattle, and they think it’s important that the products connect them to the place. Among the changes: the Seattle Chocolates logo that formerly graced its bar labels now identifies the company as “Seattle Chocolate,” which matches the company’s actual name, Thompson said. The company’s new tag line alludes to the weather for which the Pacific Northwest is famous as well as to the mood-lifting effects of quality chocolate: “May chocolate be your umbrella.” New labels on the bars feature designs by artists from around the country and continue the celebration of color for which Seattle Chocolate has long been known. The bars themselves are a little wider and a little thinner, to make them fit better on grocers’ shelves while keeping their original 2.5-ounce weight. “I actually prefer the new mouthfeel,” Thompson said. “We’re 27 years old now, so it was time to take back our trend-setting position that we’ve always had with our packaging.”

New flavors introduced at this summer’s show include Hiker’s Trail Mix and Tukwila Hazelnut. The Hiker’s Trail Mix bar is a dark chocolate truffle bar with peanuts, raisins and sunflower seeds, while the Tukwila Hazelnut bar is milk chocolate with hazelnut butter and rice crisp. A 72% Dark Origin Truffle Bar is made from a blend of Nicaraguan cacao beans. “We met farmers replacing coffee with chocolate as global warming has displaced coffee,” Thompson said. From Nicaragua, the beans go to a Portland, Oregon, bean-to-bar maker who produces a bar for Seattle Chocolate that has a flavor profile that’s creamy and fruity but still allows the cacao flavor to shine through. “We worked with him to produce a unique chocolate to our flavor preference,” Thompson said. Each of the bars retails for $4.50.
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While much has changed as Seattle Chocolate has rethought its brand, the basics of the business itself have not. Seattle Chocolate plans to continue its tradition of creating mini-seasons so retailers have regular opportunities to cycle new products into their chocolate displays at three-month intervals. The company’s fall line this year will include Pumpkin Spice, Mexican Hot Chocolate and Peanut Butter Pretzel bars, each with wrappers designed by different artists. The seasonal introductions for the winter holiday will be Hot Buttered Rum, Peanut Buddy Crisp and Candy Cane Crisp. The wrappers on the winter bars will feature holiday color but won’t call out a reference to any particular holiday tradition.

Finally, the company is also offering bulk caddies of individually wrapped truffles in either a single flavor or in assorted flavors, and 4-ounce boxes of individually wrapped truffles that will retail for $6.

“With everything we do, we’re bringing along the Pacific Northwest,” Thompson said. “It really pops off the shelf.”