Divine Chocolate Debuts Refreshed Branding, #JoinTheChocolateRevolution Campaign

Washington — Fairtrade and B-Corp certified Divine Chocolate has revealed refreshed branding that features vibrant new graphics and call to action messaging to help end exploitation in the cocoa industry.

Encircled by the tagline “every bar directly improves the lives of farmers,” a modern logo depicts the brand’s iconic handshake to communicate Divine Chocolate’s partnership with its farmer-owners. To connect consumers to how their purchasing choices can empower others, each wrapper highlights the Divine Difference and Divine’s mission to change the cocoa industry. The brand’s range of 13 dark, milk, and white chocolate bars feature shareable pieces, each also imprinted with the roundel, cocoa beans and the brand’s “one purpose” mission statement.  

“When it comes to chocolate, small choices create big changes,” says Troy Pearley, executive vice-president and general manager, North America of Divine Chocolate. “These branding updates better reflect our commitment to the social and economic exploitation that has impacted the cocoa industry. Every chocolate bar that consumers purchase improves the lives of farmers and their families.”

The poverty created by farmer exploitation is a root cause of issues within the cocoa industry, ranging from child labor and gender inequality to deforestation, according to the company. In collaboration with Kuapa Kokoo, the co-op that co-owns Divine Chocolate, the company notes it is committed to leading a revolution that propels change along the cocoa supply chain, enabling farmers and their families to flourish.

All Divine Chocolate is made with Fairtrade sugar and single-origin Fairtrade cocoa beans grown by family farmers in Ghana. Its chocolate bars contain 100% pure cocoa butter, only natural flavors and ingredients, and no palm oil, no soy, and no GMOs, the company maintains. All products are vegetarian, with vegan-suitable options available as well. In addition, the company’s packaging is plastic-free and features recyclable foil and paper.