Madécasse adds new dark chocolate flavours

Madécasse has refreshed its packaging and added two new flavours to its dark chocolate range in a bid to make the brand more accessible to chocolate connoisseurs.

A ring-tailed lemur, the animal most strongly associated with the brands Madagascan provenance, will be the new face of Madécasse chocolate. The new packaging for Madécasse will be available from June onwards and will be available in eight flavours.

The reason behind the new packaging is to make the product easier to merchandise, the category easier to navigate and to increase on-shelf impact of the brand itself, the company says. This has been achieved by removing unnecessary string-tie detail and simplifying the descriptions of flavours to just one or two USPs. It also clearly declares the % of cocoa and the flavour, with colour coding to differentiate between flavour variant.

The new design is part of a global relaunch, which has already rolled out in the US.

Madécasse has also introduced two new flavours: Mint Crunch which is 63% of Madagascan dark chocolate mixed with soft mint and crunchy cocoa nibs (USDA Organic) and Honey Crystal, which has the sweetness and subtle crunch from the honey crystal inclusions, as well as the fruity notes of heirloom cocoa.