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What is The Day Chocolate Company's vision for growth?

Over the last year Fairtrade sales have grown by 40% and the multiple retailers have become increasingly interested. The Day Chocolate Company has positioned itself as the leading supplier of own brand chocolate products now supplying The Co-operative Retailer Group and Sainsburys.

In November 2002, the Co-op supermarket entered a ground-breaking deal with the Ghanaian cocoa co-operative, Kuapa Kokoo. Co-op has switched its entire range of own-brand chocolate bars to Fairtrade in 2,400 stores nationwide. This is the first time that a supermarket has turned an entire range of its own brand products Fairtrade. The cocoa is sourced through The Day Chocolate Company. The Co-op's move will mean a 30% increase in Kuapa's Fairtrade sales. Thanks to Co-op's Fairtrade lead, sales of Fairtrade chocolate in UK are predicted to double, jumping from £3 million to £6 million.

The new Co-op Fair Trade Chocolate bar range consists of:

• Milk Chocolate 45g
• Milk Chocolate 150g
• Crispy Milk Chocolate 150g
• Dark Chocolate 150g
• Fruit and Nut Chocolate 150g
• Crispy White Chocolate 100g

Alongside the new range, the Co-op will still be stocking Darkly Divine, Divine milk chocolate, Dubble and Divine mini-eggs.

Visit http://www.divinechocolate.com/news2002.htm#Co-opFairtrade for further info and read the Co-op Report on Chocolate and Fairtrade (Go to 'Our Difference', 'Reports', 'Responsible Retailing').

The Day Chocolate Company future marketing strategy shows three specific methods to maximise our potential. Firstly we will build the Divine brand by both launching a range of 100g moulded block chocolates to sit in a Divine family with our already successful Divine milk chocolate and a range of seasonal Divine chocolate novelties. These seasonal novelties will showcase our Divine brand during peak sales of chocolate gifts such as during Christmas and Easter.

Secondly we aim to significantly increase our market distribution of the Dubble Chocolate bar in the UK impulse grocery sector. To achieve this goal we have already teamed-up with Jenks Sales Brokers who have a UK sales force of 27 representatives. The Day Chocolate Company will also pursue a strategy of entering new markets. Our market screening has identified both the US and Europe has initial targets.

These future plans will enable The Day Chocolate Company to continue to grow by market differentiation.

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