Branding: Seeds of Change diversifies

Seeds of Change, the Mars-owned organic food brand, is branching out into confectionery with the launch of a range of chocolate bars.

The range features four variants: Milk Chocolate with Apricot and Cashew; 70% Cocoa Intense Dark Chocolate; Dark Chocolate with Orange & Fig; and Dark Chocolate with Hazelnut & Walnut.

All the bars are made of organic cocoa sourced from the Dominican Republic. The ingredients used to flavour the bars are also organic.

They will be sold in 100g packs and will be available in Sainsbury's and other major retailers from this month.

The packaging, created by Dragon, highlights the origin of the ingredients and why they were chosen.

It is the first confectionery offering from Seeds of Change, which is better known for its dried pasta, soups and jars of Italian and Indian cooking sauces. However, it also sells a range of cereal bars for lunch boxes.

The launch is being supported by a consumer media relations campaign, with advertising to follow next year.

Seeds of Change's most recent marketing effort was an experiential campaign promoting its cooking sauces, run by Carbon Marketing. The campaign highlighted the brand's environmental credentials.

In the summer, it signed a six-figure sponsorship deal with UKTV's Food and Gardens channels.

Seeds of Change launched in the US in 1989 with a mission to make organically grown seeds available to gardeners and farmers. It also aimed to preserve 'heirloom' seeds that were in danger of dying out as farmers focused on growing grains that were most in demand.

The brand was acquired by Mars in 1997 and has been available in the UK since 1999.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer