Green & Black's chocolate offers premium biscuits line

by Emily Rogers,, Marketing 21-Jan-04, 16:00

Green & Black's, the organic chocolate company, is to introduce a range of biscuits that draw on the brand's chocolate credentials.

The range replaces Green & Black's previous biscuit offering with a premium positioning. It will be sold in major supermarkets from next month. Variants include hazelnut, dark chocolate, milk chocolate and ginger.

The packaging has been designed by Pearlfisher to be consistent with that of the chocolate bars. But the packs have been given a more neutral colour, intended to give a natural, wholesome feel. "The pale background helps showcase the product," said marketing director Mark Palmer.

Whereas Green & Black's pure chocolate and ice-cream products are mainly consumed in the evening, it is hoped the biscuits will harness new eating occasions for the brand, such as mid-morning breaks and at tea time.

Support for the launch will include in-store sampling and price promotions. The packs, which contain ten biscuits, will be priced £1.99.

Chief executive William Kendall said: "We are taking our strength in quality chocolate and stretching this into biscuits. We hope these will be seen as the definitive chocolate biscuits."

The launch is consistent with Green & Black's approach to new product development. Kendall said: "We test new products in the marketplace without a huge marketing spend. This means we can move quickly with innovations and keep the brand fresh."

Turnover for the company has increased from £4.5m to £13m over the past two years.

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