New brand Happiness in Plants (HiP) is launching vegan oat milk chocolate in the UK.
HiP was founded by James Cadbury, a chocolatier and the owner of Love Cocoa—a luxury chocolate line that also features vegan options. He is the great-great-great-grandson of the original Cadbury company founder John Cadbury.
All HiP’s new chocolate bars combine an oat milk base with single-origin cocoa. They will be available in four flavors: Salted Caramel, Salty Pretzel, Smooth & Creamy, and Cookies & Cream. The bars will use plastic-free packaging, and, according to Cadbury, offer a uniquely smooth milk chocolate flavor.
“The problem with current dairy-free chocolate on the market is that the taste is incomparable to a traditional milk chocolate bar. Plant-based milk chocolate flavors and packaging are often bland,” said Cadbury. “We think we’ve come up with a winning combination that will be hard to beat.”
“We’ve seen a wave of innovative products that mimic the taste and structure of meat and dairy products in recent years,” he continued. “The launch of HiP and our new oat milk chocolate bars will stretch the confectionery category, driving increased excitement and engagement.”
“I believe these innovative, first-to-market products will deliver great-tasting oat milk chocolate to younger consumers who are looking for compelling dairy-free/vegan alternatives,” Cadbury added.
Why Oat Milk Chocolate?
Last year saw a significant increase in mainstream vegan chocolate offerings, and overall, demand for plant-based food continues to grow.
Several other brands are currently working on or producing oat milk-based vegan chocolate. Compared to animal-based milk, oat production has minimal impact on the environment and is suitable for those with dairy allergies and lactose intolerance.
Endangered Species Chocolate (ESC) launched a range of oat-based chocolate bars earlier this year. According to the Indianapolis-based brand, oats are healthy and give the chocolate a distinctive, creamy flavor. Oats are also good for the environment and frequently used in crop rotation to maximize sustainability and preserve healthy soil.
Other brands, including Land, Pump Street, Raaka, and MAST also produce oat milk chocolate. The original Cadbury company is currently rumored to be developing a vegan Dairy Milk bar, but a release date has yet to be confirmed.
HiP plans to launch the new line in UK retailers from December ahead of Veganuary 2021. The bars will also be available in an as-yet-unnamed UAE supermarket and Scandinavian health store.