Green & Black’s has announced a new addition to its Organic tablets range: Smooth.
The new Smooth bars, in Plain 50% Cocoa and Mint flavours, are available now in cases of 15 x 90g tablets with an RSP of £2 per bar.
The launch will be supported by a significant marketing campaign spanning in-store, out-of-home, cinema and digital channels.
The range has been 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 Mondelez, said: “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.”
Mondelez advised retailers to sell the new variants 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, it also suggested siting the Mint flavour strategically to help appeal to shoppers looking to trade up to the Premium category.
