Fairtrade chocolate maker Divine Chocolate has said it has been encouraging “points of difference” in the ranges it sells with different UK grocery retailers to prevent its products being the subject of price comparison campaigns by supermarkets.

Divine Chocolate head of sales and marketing Alistair Menzies said that “it’s good to be able to offer the major retailers a unique range of products, as it is something they appreciate”.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

He told just-food at IFE yesterday (14 March) that the company is focusing on increasing its penetration among retailers to include its “more unique” lines rather than its standard blocks. The company is also looking to develop its range of chocolate bars working to get more flavours into the POS area.

Menzies added that sales of Easter products has been “good” with a number of its products having already sold out, and suggested that some retailers may have underestimated demand for Easter Eggs.

Just Food Excellence Awards - The Benefits of Entering

Gain the recognition you deserve! The Just Food Excellence Awards celebrate innovation, leadership, and impact. By entering, you showcase your achievements, elevate your industry profile, and position yourself among top leaders driving food industry advancements. Don’t miss your chance to stand out—submit your entry today!

Nominate Now