Available in UK stores this month, Don Choco is the company’s first dark milk bar with darker and higher cocoa content (40%), which is expected to help drive incremental category sales for darker chocolate that is growing +9% YOY.
The packaging features a Don Choco sloth character, recently hired as the new 'Director of Slo-perations', modelled on a real-life sloth living on the El Cacao plantation. While the back of pack also tells the story of the work at the plantation and helps educate consumers about Ritter Sport’s sustainability credentials.
Katy Clark, Head of Marketing at Ritter Sport UK & IRE, said: “Sustainability is already on trend, and dark milk has a strong appeal for shoppers wanting to try darker and higher cocoa content chocolate and so this delicious new bar, made from 100% certified, sustainable cocoa, is set to be a win-win with consumers and retailers alike. It’s a really fun way to celebrate and educate people about our relentless sustainability journey, and the importance of looking after the planet, and the people, animals and nature who live on it.”
With an MRRP of £1 for a 100g bar, Don Choco is being supported with a social media campaign and confirmed retailer stockists include: Sainsbury’s, Morrisons, Booths, OCADO, BP, and Spar.
About El Cacao
Ritter Sport has owned El Cacao since 2012, when it became the first major block chocolate brand to own and operate a cocoa plantation. Today El Cacao is one of the world’s largest cocoa plantations at over 2,500 hectares. CO2 is extracted from the atmosphere by approximately 1.7 million cocoa and shade trees, as well as forest areas. El Cacao has since been recognised as a Carbon positive, Gold Standard certified climate protection project.