New Tree plans push in the UK market

Following consumer research and trials with UK retailers Waitrose, Whittards and Harvey & Nichols, the Belgian functional chocolate brand New Tree is planning a major push in the UK market, according to just-food.com. "We were always quietly confident that we had something very special to bring to the UK’s growing legions of discerning chocolate aficionados,” says marketing manager Ian Hills. “Green & Blacks have blazed a trail over the last few years, proving without a doubt that there’s a place in the public’s heart for high quality, cocoa-rich chocolate. We believe there is now scope to take super premium chocolate forward by providing a more personality-rich range that focuses on femininity and well-being."

Launched in 2003 by the Belgian entrepreneur Benoit de Bruyn, New Tree is already established in the US and continental Europe but by the company’s own admission it has taken longer to gain a foothold in the UK.