Divine, the leading Fairtrade chocolate in the UK, has introduced a new packaging design, aimed at reflecting the chocolate's "desirability", while also giving subtle hints of the brand's Ghanaian roots.

Created by design company Williams Murray Hamm, the new look heralds the inclusion of 100% Fairtrade sugar in Divine Chocolate, Divine said, while also celebrating the brand's co-ownership by Ghanaian cocoa farmers' cooperative Kuapa Kokoo.

The new pack will be on-shelf in all major supermarkets, in addition to Oxfam, Fresh and Wild and other independent stores, by February, the company said.