Moodie Davitt: Confectionery category disrupter Simply Chocolate takes off in travel retail

Danish chocolatier Simply Chocolate is on a mission to disrupt the confectionery category in travel retail.

The brand was a first-time exhibitor at the recent TFWA World Exhibition, catching the attention of visitors not only through its tastes and minimalist packaging but also with its bold, even outlandish marketing approach.

Few brands would choose to label a foil-covered chocolate bar ‘No, it’s not a condom’ or ‘This is not a baby wipe’. Nor would they opt for a support video featuring a rather large man leisurely eating chocolate drops.

Simply Chocolate, however, as it is quick to point out, is not your run-of-the-mill chocolate brand.

According to Simply Chocolate Travel Retail Manager Jacob Harbo Olsen, the brand is more than happy to stand out and to emphasise its “back to the basics” approach and a travel retail strategy which includes a “very good sense of humour”.

Simply Chocolate, he says, has a simple message: “It’s sustainable, responsible and tastes great”.