Organic Meltdown, which pledges to save a tree for every bar purchased, will hit Waitrose shelves in the new-look packaging from next month, available in Hazelnut & Raisin, Sweet Candied Orange and Dark flavours (rsp: £1.99). Wrappers will now carry the message 'chocolate saves trees', which Hayley Whitham, director of Brand Stand, said would be more enticing for shoppers than the current packaging, which features close-up photography of wood.
"We wanted to make the message clearer as well as look indulgent and premium. The new packaging doesn't need guesswork to know what we are doing with the brand. 'Eating this chocolate save trees' is the message."