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March 15, 2011

UK: Divine Chocolate seeks “points of difference”

Divine Chocolate said it has been encouraging "points of difference" in its ranges between grocery retailers to prevent it from being the subject of price comparison campaigns in UK supermarkets.

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”.

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.

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