Divine Chocolate to refresh brand and add flavours as sales and profits fall

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Divine Chocolate

Pre-tax profits at Divine Choclate have fallen 68%.

Divine Chocolate has blamed the “challenging trading environment” on a fall in full-year sales and profits.

Pre-tax profits fell 68% to £26,000 on sales down 8.4% to £7.5m in the year to 30 September 2012.

However, it insisted it was already seeing an improvement in sales and margins in 2013.

During the year, it commissioned research into chocolate consumer behaviour, the Divine brand and the consumer environment.

It now plans to launch new flavours and refresh the brand to maximise its impact on shelf and emphasise its farmer-owned credentials. It has also launched a five-year strategic plan.

“We will be working with other Fairtrade companies to develop some delightful new Fairtrade products that extend Divine’s impact into more farming communities,” said MD Sophi Tranchell. “We are working to maximise our distinctive visual equities, increase visibility and appeal on shelf.”

Chairman Patrick Fleming added: “Although the economic environment remains fragile, I believe the actions that have been taken in the past year will provide a sound platform for further growth.”

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