“The launch of HiP and our new oat milk chocolate bars will stretch the confectionery category, driving increased excitement and engagement,” says Cadbury heir James Cadbury.

This December, James Cadbury, the great-great-great-grandson of the original Cadbury company founder John Cadbury will launch a new vegan chocolate line in the UK.

The Cadbury heir already owns Love Cocoa – an artisan chocolate brand that also features vegan options.

The new chocolate will debut under the brand called Happiness in Plants (HiP) and will feature chocolates made from oat milk and single origin cocoa.

The HiP range will feature four flavour bars: Salted Caramel, Salty Pretzel, Smooth & Creamy, and Cookies & Cream.

‘Winning combination’

According to Cadbury, his team has ‘come up with a winning combination that will be hard to beat’ since the new bars offer a uniquely smooth milk chocolate flavour unlike other dairy-free chocolates on the market, which often taste bland in comparison to traditional milk chocolates.

The founder added that all HiP’s chocolates will be wrapped in plastic-free packaging in an effort to be sustainable and reduce plastic waste.

First-to-market oat milk chocolate

“We’ve seen a wave of innovative products that mimic the taste and structure of meat and dairy products in recent years,” Cadbury said. 

“The launch of HiP and our new oat milk chocolate bars will stretch the confectionery category, driving increased excitement and engagement.”

“I believe these innovative, first-to-market products will deliver great-tasting oat milk chocolate to younger consumers who are looking for compelling dairy-free/vegan alternatives,” Cadbury added

Each 75-gram bar will reportedly sell for a suggested retail price of £2.50 (US$3.20) and HiP is currently looking to finalize distribution deals with UK supermarkets while a UAE supermarket and a Scandinavian health shop have already signed up.

• Read: UK top the list of 2020’s most popular countries for vegans

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