Green & Black’s take a niche brand into the big league

Hugh Burkitt and John Zeally

This paper describes how Green & Black’s became the fastest-growing confectionary brand in the UK’s previously sluggish chocolate sector, with an annual growth rate of 70%.

Green & Black's take a niche brand into the big league

Hugh BurkittThe Marketing Society John ZealleyAccenture

Green & Black's is the leading organic confectionery brand in the UK. Between 2002 and 2005, Green & Black's invoiced sales rose from £4.5 million to £29 million. This was a phenomenal growth of 544% in just four years, making Green & Black's the fastest-growing confectionery brand in the UK. This success took place despite the UK's fondness for milkier chocolate. In fact, the intense dark chocolate produced by the company kicked off a revolution in the country's tastebuds.

The...

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