Divine Chocolate’s New Packaging Refresh
Divine Chocolate, the only chocolate company which is fair trade and co-owned by cocoa farmers, has redesigned its packaging for the first time in five years. The refresh is intended to make the company’s bars stand out on shelves and communicate their brand story more effectively.
The redesign includes a new embossed “Owned by Cocoa Farmers” seal on the bars. After extensive brand research, Divine Chocolate found that one in 10 consumers were more likely to buy Divine Chocolate because of its new seal. Troy Pearley, Executive Vice President and General Manager of Divine Chocolate North America says, “At the end of the day, the reason why people buy Divine Chocolate is because it’s seriously good chocolate. Additionally, with our new pack design, we have a strong opportunity to inspire consumers by highlighting the fact that the farmer ownership model is at the heart of our business.”
Other modifications to the front of pack design include changing the adinkra symbols to a uniform color so that customers can more easily navigate their range, switching chocolate bar’s descriptors’ color to white text for improved legibility, and placing cocoa percentages on the front of bars for consumers interested in cocoa content.
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“High cocoa flavored bars have been growing fast as chocolate explorers discover new and exciting ways to enjoy the benefits of higher cocoa such as richer taste and lower sugar,” explains Senior Marketing Manager, Liz Miller, about the choice to include cocoa percentages on the front of the packaging.
The back of the bars also include new certifications from The Vegan Society and B Corporation as well as new placement of the Non-GMO Project seal. Additional markers include simplified product claims such as no artificial ingredients, all natural, 100 percent pure cocoa butter, and no palm oil or soy. A recent analysis of market researchers at Nielsen have found that products with non-GMO claims have seen a +18.2 percent boost in sales while products free from artificial colors and flavors have received a +16.2 percent increase in the last five years.
Chocolate Industry Advancing on Sustainability
The chocolate industry has realized that sustainability makes both ethical and business sense, and is investing heavily in new approaches to improve in this area, according to data and analytics provider GlobalData.
The global chocolate industry is worth $92 billion (USD) and is forecast to grow at a compound annual growth rate of 3.97 percent between 2016 and 2021. However, the prospect of sustained growth for such a large industry has led to concerns over whether production can match demand in a sustainable manner.
Ryan Choi, Consumer Analyst at GlobalData, notes: “Confectionery giant Mondelez has recently begun to implement more sustainable practices within its cocoa supply chain in Ghana. Meanwhile, 41 players from the Swiss cocoa industry – including Nestlé and Lindt & Sprüngli – have pledged to source at least 80 percent of their cocoa-containing products from sustainable sources by 2025.”
Companies have also been searching for alternative sources of cocoa, in case there was ever a shortage of cocoa beans. Alternative ingredients – such as jack fruit seeds, which give off a similar aroma to chocolate once fermented and roasted – are being considered.
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Choi comments: “The success of these alternatives will be based on how well they are able to recreate the taste of chocolate and how well it is received by the public, as the inability to recreate the original flavour can often be the downfall for products using alternative ingredients.”
Many confectionery companies had already implemented fair trade or sustainability initiatives in the last decade. For example, Cadbury’s started working with the Fairtrade Foundation in 2009 to support cocoa farmers and increase crop yields. It didn’t take long for confectioners to realize the benefits of pooling resources when socially responsible policies could improve crop yield and the quality of cocoa.
Choi concludes: “As a result confectionery companies are now looking to invest even more resources into this area, and some have set challenging pledges, with Mars looking to be 100 percent sustainable by 2020.”
Hammond’s Brands to Close Old Dominion Peanut Company Plant
Old Dominion Peanut Company is closing its manufacturing facility in Norfolk, Virginia. As a result of a six-month analysis of the company’s current operations and future needs of its customers, the decision comes in the wake of the neighborhood in transition from manufacturing and warehousing, to retail and upscale residential apartments, higher operating costs, and the lack of efficiencies operating out of multiple buildings.
“Business decisions that directly impact our employees are extremely difficult,” said Andrew Schuman, President and Chief Executive Officer of Hammond’s Brands. “Old Dominion has operated in Norfolk for over 100 years, and we have employees that have been with us for nearly 40 years. The plant closure does not reflect the end of the Old Dominion Peanut Company; rather it marks the beginning of the next chapter of our business operations for long-term health.”
The closing is expected to be completed by early summer of this year. Hammond’s Brands, owner of Old Dominion Peanut Company will relocate part of the ODP operations to its headquarters in Denver, Colorado, and transfer some of the production of its products to a third party under a long-term co-manufacturing agreement.
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The Norfolk facility currently employs approximately 70 wage and salaried employees and produces products such as peanut brittles, nut candies, and chocolate covered nuts. Recognizing that the ODP facility has been a significant part of the local economy in Norfolk, Hammond’s is enlisting the aid of the Virginia Employment Commission and communities to allow workers the maximum access to public services and ensure a seamless transition for its employees.
Schuman added, “I am overwhelmingly appreciative of the contributions each of our employees have made to our company, and am sorry we have not been able to find a solution that would allow us to continue operations in Norfolk. Norfolk remains a wonderful place to do business and we have greatly respected the many services over the years provided by the city. We wish nothing but the best for the Norfolk and Hampton Roads communities.”
