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Operations & Production - Day Chocolate Company case study
Divine, a classic milk chocolate bar, was The Day Chocolate Company's first chocolate bar, launched in 1998. Made with 28% cocoa and real cocoa butter (no vegetable substitutes) it melts in the mouth irresistibly and has been developed to appeal to the British public's palate preference for creamy chocolate. Celebrity fans include Jo Brand, Tony Robinson and Ben Elton, who promoted Divine in a TV advert, the only commercial product he has endorsed.
Its popularity has spread and it is now stocked in over 4,500 outlets with distribution still growing. These include all major supermarkets, wholefood shops, cafes, theatres, museums, churches and cathedrals, Parliament…. The chocolate can be bought in 45g or 100g bars. Find out more at www.divinechocolate.com
Dubble was launched in October 2000 as a result of a partnership between The Day Chocolate Company and Comic Relief. It was designed and developed with input from thousands of children from initial concept to the finished product after research showed an amazing 86% of kids would like to buy a Fairtrade chocolate bar.
By aiming it at the mass-market, we hope that Dubble will take Fairtrade into the Chocolate Top 20! So far it has been a passport to take Fairtrade into places it has never been before. Dubble is in all major supermarkets. Find out more at www.dubble.co.uk
Following in the footsteps of Divine heavenly milk chocolate with a heart The Day Chocolate Company has launched the following products:
- Darkly Divine is the first Fairtrade Marked plain 70%-plus cocoa chocolate launched in November 2001 as a response to the growth in the dark chocolate market and gourmet-cooking sector, to ensure that consumers are offered a Fairtrade choice.
- Divine Mini Eggs were launched in March 2002 and are made from delicious Fairtrade milk chocolate shelled in gorgeous purple foil complete with a red heart.
The Divine range is continually expanding - Christmas novelties such as chocolate coins and Christmas tree baubles were a hit for Xmas 2002 and Divine white chocolate and Divine milk chocolate with hazlenut will be on the shelves in time for Fairtrade Fortnight in March 2003.
Visit www.divinechocolate.com and www.dubble.co.uk for more information.
