Cadbury Heir & Love Cocoa Founder Create New Vegan Chocolate Brand, December Launch Planned

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James Cadbury, the great-great-great grandson of Cadbury founder John Cadbury and the owner of artisan chocolate brand Love Cocoa, is going to launch a new chocolate line that is entirely vegan. Called Happiness in Plants (HiP), Cadbury plans to debut the new 100% plant-based chocolates this December. 

This December, James Cadbury, the descendant of the U.K.’s infamous chocolate brand and the owner of Love Cocoa, will be giving British consumers a new choice of dairy-free, vegan chocolate. HiP’s collection of vegan chocolates will be made with an oat-milk base and single-origin cocoa in four flavours, including Smooth & Creamy, Cookies & Cream, Salted Caramel and Salty Pretzel. 

“We’ve seen a wave of innovative products that mimic the taste and structure of meat and dairy products in recent years. The launch of HiP and our new oat milk chocolate bars will stretch the confectionery category, driving increased excitement and engagement,” said Cadbury. 

“I believe these innovative, first-to-market products will deliver great-tasting oat milk chocolate to younger consumers who are looking for compelling dairy-free and vegan alternatives.”

In addition to tapping into the growing vegan and flexitarian trend, the new brand will also cater to the overall sustainable consumption trend by its choice of packaging. According to the founder, HiP’s chocolates will all be wrapped in plastic-free packaging to ensure that it is not contributing to the world’s growing waste crisis. 

We’ve seen a wave of innovative products that mimic the taste and structure of meat and dairy products in recent years. The launch of HiP and our new oat milk chocolate bars will stretch the confectionery category, driving increased excitement and engagement.

James Cadbury, Founder of Happiness in Plants

“Plant-based milk chocolate flavors and packaging are often bland and we think we’ve come up with a winning combination that will be hard to beat,” he said. 

HiP is currently in discussions with U.K. supermarkets for the launch, with each 75-gram bar retailing for £2.50 (US$3.20). It says that a UAE supermarket and Scandinavian health shop has also signed up. 

Cadbury, the original brand founded by James Cadbury’s great-great-great grandfather and now owned by Mondelez, also recently announced that it is now developing a plant-based version of its infamous Dairy Milk bar. Though no official date for the launch has been set, the company says that it is committed to creating a “vegan product that retains the texture and taste that our consumers expect and love from Cadbury”. 

Swiss chocolatier Lindt & Sprüngli will be introducing vegan chocolates to its range too, which will be made with oat milk as well and comes in 100% recyclable packaging. So far, the company has revealed that it will initially be available in Germany this November, with no further information on when it will be launching in other markets. 


Lead image courtesy of HiP / designed by Green Queen Media.


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