Premium confectioner Green & Black’s said it will launch its chocolate brand in Germany this August.
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Talking to just-food, managing director Dominic Lowe said that following a “soft launch” in the country last year, it has since sourced a distributor for its chocolate and plans to kick off again in August.
“I think it [Germany] could be a huge opportunity, but it’s notoriously difficult,” Lowe said. “The trade structure is different and they are incredibly price orientated. But they are the most advanced in terms of understanding organic issues and I think they would love the taste and the quality.”
“You have to be patient though,” Lowe said. “We started in 2003 in America so we’re four or five years in now. So you really need people to discover it.”
Despite the recession, the UK is currently Green & Black’s most advanced market, with other markets for the organic chocolate including the US, Ireland, Canada, Australia, New Zealand and Scandinavia.
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By GlobalDataHowever, Lowe is confident the Cadbury-owned brand can break other markets.
“[Green & Black’s founder] Craig Sams wrote to me recently about France and we’ve often wondered about it because the French have an amazing taste for dark chocolate. If you go to a French supermarket, the choice is unbelievable.”
Green & Black’s was bought by confectionery giant Cadbury in May 2005. The company’s portfolio includes chocolate bars, ice cream, cooking chocolate, hot chocolate and cereal bars.
For more on just-food’s interview with Green & Black’s managing director Dominic Lowe, please click here.
