Jerome Flynn

Games of Thrones star Jerome Flynn is fronting a campaign by Conscious Chocolate to protect Afrian white lions

Games of Thrones star Jerome Flynn is to front a partnership between West Sussex-based Conscious Chocolate and the Global White Lions Protection Trust (WLT).

The supplier is donating 10% of sales from Lions Raw (50g, rsp: £2.50), a bar made with raw chocolate and citrus essential oils, to WLT. The money will help further the trust’s work of conserving the endangered subgroup of the African lion, which lives in the Timbavati region of South Africa.

Flynn, one half of 90s pop duo Robson & Jerome, is a patron of WLT. “To save the white lions, we need to raise global awareness of their sacred power and beauty – and how close we are to losing them in the world,” he said. “Lions Raw will help us grow support and motivate more people to prevent this disaster before it’s too late.”

Conscious Chocolate founder Emma Jackson said her company wanted to “give something as a contribution to these beautiful creatures and to help raise people’s consciousness of their shamanic values”.