What if chocolate could take you on a journey, not just of taste, but through time and memory? That’s exactly what Gnaw is trying to achieve with its bold new direction. Known for its ethical sourcing and playful approach, the UK brand has reimagined its identity, playing with daring, nostalgia-infused flavours.
The Norwich-based producer’s creations – Sticky Toffee Pudding, Raspberry Mojito, Espresso Martini and New York Cheesecake (the latter a particular hit at the recent SIAL Paris) – combine the comfort of childhood favourites with the thrill of unexpected, modern flavour pairings. These aren’t just chocolate bars; they’re carefully crafted experiences designed to transport you towards fond memories and a sense of wonder, wrapped in ethically sourced cacao and sustainable packaging.
Since 2010, Gnaw has championed a planet-friendly approach, crafting chocolate with solar-powered production, compostable materials and vegetable-based inks to prioritise both people and the planet.
With the festive season fast approaching, Gnaw is turning heads in the crowded gifting market, earning its place as a must-have under the Christmas tree.
Quick bites
Bakery&Snacks caught up with MD Mike Navarro to explore the lessons he’s learned about staying bold in a competitive market.
Over the past year, Gnaw has delved deep into broader food and drink trends. What key insights emerged from this exploration, and how have they influenced the creation of Gnaw’s bold flavours?
We took a deep look around the world and bravely selected improbable flavour marriages with hero ingredients to develop creations, not just flavours. Great examples were really cool puddings, blending sweet with savoury in a way that works.
Which flavour has received the most positive reaction so far and why do you think it resonates so well with consumers?
The New York cheesecake bar has been a total showstopper. We have created something that actually tastes like cheesecake. The act of merging chocolate with something we are so familiar with created the intrigue and surprise. There will be a lot more to come in this area.
What lessons can other producers take from your approach to refreshing a brand identity in a way that captivates both new and loyal consumers?
Be true to the essence of the brand. Live and breathe it with the flavours you produce and the way you present them to your target audience.
And never forget that all big brands were once challenger brands and had to step outside the comfort zone and accelerate change.
But most importantly, never be afraid to try something new. If it doesn’t scare you, it’s not worth putting a lot of time and resource behind it.
What advice would you give to other producers looking to integrate sustainability without compromising on quality or increasing costs?
I don’t even consider this an option: It’s part of our DNA.
You get what you pay for and I am personally proud of our sourcing practices and product quality. It’s important and it makes a difference. We have one planet and I don’t mean to be cliched, but we do need to leave a better planet for future generations.
Reducing the use of plastics in packaging and finding alternative solutions doesn’t need to add cost to the bottom line. Investing in home compostable packaging and inks is a good move as it matters to more people every day.
Also, invest where appropriate for the long term. We have a solar roof that powers our factory and over time, the reduction in the level of energy we draw from the grid will pay back.
As a business that started in 2010 and has evolved with the market, what have been some key takeaways about adapting product lines to meet changing consumer preferences?
We started as a very playful brand, but blending playfulness with premium chocolate required some course correction. Today, we provide our consumers with the flavours they are seeking: serving up comfort, nostalgia indulgence and surprise, but ethically and sustainably … and still in a fun way.
Yes, we have traditional flavours, but by giving it a twist and creating Seville Orange, for example, adds another element of excitement. Raspberry Mojito is another example of evoking fun times with friends and bringing those memories alive in chocolate.
Our hot chocolate spoons have always been big sellers, so we’ve added more variants to the line, including a gooey-centred hot chocolate spoon to make the experience even more indulgent.
Our focus has always been on making a premium product, which includes sourcing the right blend of cocoa beans and using a high cocoa content. Yes, it adds cost, but it’s our cornerstone.
What are some key trends in the snacking industry that you believe will shape the market in the next five years?
Ethical sourcing and sustainability will continue to grow. I believe that in a few years, this will no longer just be a point of difference, but a hygiene factor within the category.
Health is a hot topic and while still niche within chocolate, will see more entrants in this space. As will more chocolate substitutes, but I believe this will remain a cost management exercise for a while yet.
Wonderful flavour combinations and exciting inclusions will continue to differentiate the good from the great.
What advice would you give to other aspiring entrepreneurs?
Be bold, be different and really understand your brand stands for. If everyone in your organisation has a different view, how will the consumer ever have a consistent opinion?
Have a plan, activate hard, but be nimble enough to pivot and adjust fast. Life changes, so be close to your customers, anticipate their needs and drive innovation for their benefit.
Entrepreneurs put in ridiculous hours and never really switch off but focus that positive energy and make your working environment as fun as possible.
What was your worst mistake/biggest waste of money?
When you are a fledgling business starting from humble beginnings, there are going to be whole heap of things you wish you’d have done differently in retrospect but were the right things at the time. How much growth you bake into your factory footprint, the capacity of your chocolate factory, etc, are all major capex decisions that will need to be adjusted over time.
What makes you angry?
Doing tomorrow what could be done today.
Your worst vice?
I add chillis to literally everything.