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.

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