Super-premium chocolate brand Venezuelan Black, which featured in Channel 4's Willie's Wonky Chocolate Factory series, is being overhauled following its February launch.
The creation of the range was documented on TV, showing founder Willie Harcourt-Cooze become one of the first Britons since the Cadbury family to grow and import cocoa beans and produce his own chocolate.
The three-product range has a new brand name, Willie's Supreme Cacao; packaging to reflect its upmarket credentials; and the new strapline 'Grate in food. Great on food'. The phrase would also appear on its website and press ads, said design agency Taxi Studio, which created the branding.
A hot chocolate is set to join the range later this year, with more NPD in 2009. The range has listings in Selfridges and Waitrose.