"Kraft Foods 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.
"In 2011 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."
Kraft seem determined to build on the success of their organic, Fair-Trade product as high-end luxury chocolates are a booming niche of the industry. With a product range including bars, cocoa powders and ice cream, Kraft are going all-out to make Green & Black's THE luxury chocolate.
If you were in any doubt over how lucrative the high-end chocolate market is, check out this statistic frommarket research firm Mintel:
Global sales of premium chocolate are worth $8bn (£5.1bn).
Small wonder Kraft are upping their marketing spend.
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