An article in the Independent looks at the reasons why the British chocolate brand has been so successful. Some key insights include:

Vision

Mark Palmer, the company’s marketing director, says: “From day one this brand has been about that combination of ethical and luxury all in one.”

Channel

It is true that Green & Black’s has skilfully ridden two horses, enabling it to be stocked by Harrods and Selfridges (gourmet, luxury) on the one hand and by health food shops (organic, fair trade) on the other.

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