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Oat milk chocolate brand Happiness in Plants (HiP) is the brainchild of James Cadbury, founder of Love Cocoa, and the great-great-great-grandson of Cadbury founder John Cadbury. In just six weeks of its launch, the company has sold over 100,000 bars, thanks to to the increasing consumer demand for dairy-free alternatives in the United Kingdom.
James Cadbury announced his plans to launch HiP back in September of last year, and now within six weeks of launching his vegan oat milk chocolate in March, the company has sold sevon tonnes worth of chocolate. Oat milk is the fastest-growing dairy alternative in the U.K.(Kantar 2020) with 1 in 4 households choosing to drink the dairy alternative last year. Producing oat milk has very low environmental impacts as compared to conventional dairy milk.
The range, which boasts 100% plastic-free and recyclable packaging, offers 4 flavours and claims to have 30% less sugar and 41% more cocoa than popular dairy chocolate bars on the market. The company says it wants to help traditional meat and dairy eaters switch to plant-based products and reduce their dependency on animal chocolate.
In a press release seen by Green Queen, Cadbury said that he believes that the future of chocolate is oat milk-based and that plant-based bars will eventually replace the dairy versions: “There is substantial room for innovation in the vegan milk chocolate sector with existing brands falling short on taste. If you’ve ever tried dairy-free chocolate before, you’ll know exactly what I mean. HiP Oat Milk Chocolate delivers on both taste and looks – it’s a deliciously creamy dairy-free alternative.”
There is substantial room for innovation in the vegan milk chocolate sector with existing brands falling short on taste. If you’ve ever tried dairy-free chocolate before, you’ll know exactly what I mean. HiP Oat Milk Chocolate delivers on both taste and looks – it’s a deliciously creamy dairy-free alternativeJames Cadbury, founder of Happiness in Plants
The HiP range of single-origin chocolate that is sustainably sourced from a Colombian family-owned business, was met with positive reviews like “By far and away, the very best ‘milk’ chocolate that is vegan, creamy and delicious. Only one problem, it’s hard not to eat a whole bar at a time!”
The bars are available to buy from its website with a tasting pack priced at GBP £11.95 (approx. US$16.58) and are also available via Selfridges, Holland & Barratt, and WHSmith Travel Retail with 70gm bars priced at GBP £3.00 (approx. US$4.16).
Chocolate companies around the world are investing in sustainable and ethical supply chains. Leading manufacturer Barry Callebaut launched Cabosse Naturals, a new type of chocolate developed from cacao fruit, which is otherwise wasted during the conventional production process.
Even confectionary giants like the U.S.- based Hershey will be unveiling plant-based sugar chocolates with fewer calories than the milk ones. Another British plant-based chocolate company, Fellow Creatures is creating body-positive alternative chocolates and in India, MilkinOats released the country’s first single-origin oat milk based chocolate.
Lead image courtesy of HiP.