Green & Black’s readies major push for £8bn premium market

Kraft is preparing to launch its biggest ever marketing push for its Green & Black’s organic chocolate brand as it looks to exploit the growing popularity of premium chocolate.

Green and Black's

The campaign, which is scheduled to launch during the third quarter, aims to build on the brand’s previous efforts to target “foodies.”

Last year, the American food company doubled its marketing spend to £1.3m for an above-line campaign focused around the taste of the chocolate.

It is likely the upcoming activity will further this strategy as Kraft looks to exploit the growing popularity of the premium chocolate market and the rise of health-conscious consumers.

Global sales of premium chocolate is worth $8bn (£5.1bn) according to market research firm Mintel.

Finnish confectionery manufacturer Fazer is also looking to tap into the category and is planning to launch its premium chocolate brands in the UK later this.

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