'Posh' chocolate wins fans

If the chocolate market is anything to go by, consumers have not lost their taste for luxury. The latest entrant is Cacao Sampaka. Far from being an austerity chocolate, the brand is resolutely at the top end of the market. Part-owned by Ferran Adria, head chef of celebrated restaurant El Bulli and...

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Bibliographic Details
Published in:Marketing (London) 2010-07, p.12-12
Main Author: Tiltman, David
Format: Magazinearticle
Language:English
Subjects:
Chocolate
Chocolate candies
Chocolate candy
Chocolate industry
Company growth
Company marketing practices
Forecasts and trends
Growth
Hotels & motels
Market analysis
Market strategy
Market trend/market analysis
Marketing
Recessions
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Summary:If the chocolate market is anything to go by, consumers have not lost their taste for luxury. The latest entrant is Cacao Sampaka. Far from being an austerity chocolate, the brand is resolutely at the top end of the market. Part-owned by Ferran Adria, head chef of celebrated restaurant El Bulli and a proponent of molecular gastronomy, the company sells chocolate with several unusual flavors, including gin and tonic. Cacao Sampaka will adopt a PR-led strategy to position itself as the celebrities choice. The growth of luxury chocolate speaks volumes about the priorities of post-recession Britons. It remains a small segment but still a significant prize for the big players.
ISSN:0025-3650