Doisy & Dam Sainsbury's range

Premium organic chocolate brand Doisy & Dam has secured its first big four listing. The UK-based chocolatier will unveil five flavours in more than 250 Sainsbury’s stores next month.

Debuting at the retailer in a new 80g format, the Date & Himalayan Pink Salt (milk chocolate), Lemon, Poppy Seed & Baobab (white chocolate), and Maple, Toasted Rice and Himalayan Pink Salt; Maca, Vanilla & Cacao Nibs; and Coconut & Lucuma (dark chocolate) variants have an rsp of £2.50.

The three-year-old brand is currently stocked by Ocado and retailers including Selfridges, Whole Foods Market and Planet Organic, as well as a number of independent delis, and has on-trade listings in coffee shops.   

Tom Eliot, Sainsbury’s chocolate buyer, said the launch in the supermarket came at a time ”when uber-premium, dark chocolate is in vogue and fast growing. The brand is strong, their flavour combinations innovative and their ambition unrivalled among their peers.”

Last April, the Doisy & Dam generated £300,000 in just 28 hours after launching a Crowdcube campaign to raise £150,000 for expansion.