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A member of the famous Cadbury chocolate family is set to launch the U.K’s first oat milk vegan chocolate.

James Cadbury is the great-great-great-grandson of John Cadbury – the founder of chocolate giant Cadbury.

Now James is set to ‘storm the confectionery market’ with his new brand Happiness in Plants (aka HiP), which he says offers ‘a creamy oat-based alternative to milk chocolate’.

James Cadbury’s vegan chocolate

The HiP range, which is set to launch in December, offers four flavors; Smooth & Creamy, Cookies & Cream, Salted Caramel and Salty Pretzel flavors, RSP £2.50/70g bar.

It is aimed at the U.K’s growing flexitarian sector, as well as vegans, handmade in the U.K using sustainably-sourced single-origin cocoa, and wrapped in completely plastic-free packaging.

Cadbury feels he has created ‘a winning combination that will be hard to beat’ with his HiP brand (Photo: Supplied to Plant Based News)
Cadbury feels he has created ‘a winning combination that will be hard to beat’ with his HiP brand (Photo: Supplied to Plant Based News)

‘Compelling vegan alternatives’

In a statement sent to Plant Based News, James Cadbury said the market has seen a  ‘wave of innovative products that mimic the taste and structure of meat and dairy’ products in recent years.

He said the launch of HiP and the new oat milk chocolate bars will ‘stretch the confectionery category’ and drive ‘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,” he added.

‘Incomparable taste’

According to Cadbury, the current vegan chocolate offering has a taste which is ‘incomparable to a traditional milk chocolate bar’.

He said: “Plant-based milk chocolate flavors and packaging are often bland and we think we’ve come up with a winning combination that will be hard to beat.”

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.