Ombar extends Oat M’lk Chocolate range with launch of indulgent new format

This November, vegan chocolate challenger brand, Ombar, will be bringing a brand new format into the fold; the Oat M’lk ‘countline’ bar. The new range, which has been designed for impulse locations, aims to appeal to consumers looking for on-the-go indulgence that’s better for the planet. Not only does the duo offer a new format, but a lower priced entry point product compared to the brand’s bigger block bars.

With half the carbon emissions of ‘regular’ milk chocolate and plastic-free packaging, a pack donation from every bar sold funds reforestation of  the rainforest in Ecuador where Ombar sources its cacao. True to Ombar form, these new bars are vegan, fairtrade, organic and free from dairy, gluten and palm oil. What’s more, they have 1/3 rd less sugar compared to the competition.

Leading the way in sustainable chocolate innovation, these planet positive bars are pitched as the company’s most indulgent yet. Thanks to the combination of delicious creamy plant-based chocolate, in bitesize chunks, and an indulgent soft centre filling, the 42g bars boast a multi-textural eating experience and elevated taste. Each bar is made with gluten free British ‘naked’ oats and offers an on-the-go snack that is genuinely better for you and better for the planet.

Launching in two on-trend flavours; Hazelnut Brownie and Salted Caramel(RRP:£1.75/42g bar) the range will be rolling out from early November across 120 WHSmith travel sites. They will also be available to independents via wholesalers including CLF as well as Suma from January, as well as Ombar’s Salted Caramel variant recently won a Gold Innovation Challenge Award at lunch! 2023.

Richard, founder of Ombar says “As oat m’lk chocolate pioneers, we are focussed on creating a planet positive product range with sustainability at the heart of everything we do. We were in fact the first chocolate brand on the planet to climate-label on pack. We never stop creating, and are really excited to be launching our new ‘countline’ bar range. We’ve chosen to launch with the #1 best selling bar in our current range- Hazelnut Brownie, and the on-trend flavour favourite, Salted Caramel. We know that indulgence and hunger-fill are key purchase drivers at front of store for impulse offerings, which is why we’ve created this new impulse range made with multiple textures. The hope is that this new addition to our successful Oat M’lk range will help not only to drive trial amongst a new audience, but unlock new distribution opportunities in more mainstream impulse locations”

The new Ombar range is available from 9 November at, WHSmith Travel and independents nationwide.

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