Green and Blacks is a British chocolate brand that started off with a focus on organic and ethical ingredients. The company was founded in 1991 by Craig Sams and his wife Josephine Fairley. In the beginning, Green and Blacks carved out a niche in the chocolate market as an ethical, premium chocolate brand. However, in 2005 the company was bought by Cadbury, which was later acquired by Mondelez International in 2010. Since then, Green and Blacks has undergone changes in terms of its brand image and product range that have left some customers wondering, “What happened to Green and Blacks?”
Founding of Green and Blacks
Craig Sams and Josephine Fairley founded Green and Blacks in 1991 with the goal of making chocolate that was ethical and used high quality ingredients. At the time, organic and Fairtrade chocolate was practically unheard of in the mainstream chocolate market. Craig and Josephine saw an opportunity to create a niche ethical chocolate brand made with organic ingredients.
The name “Green and Blacks” was chosen to reflect the founders’ environmentalism and commitment to social justice. The “green” represented the company’s use of organic cocoa beans and sustainable business practices. The “blacks” referred to the African cocoa growers who supplied the beans and who the founders wanted to support through Fairtrade practices.
Early Brand Image and Product Focus
In the 1990s and early 2000s, Green and Blacks built up a loyal following among ethically-minded chocolate lovers who appreciated its focus on:
– Organic ingredients – the chocolate contained at least 70% organic ingredients
– Fairtrade – the brand used cocoa beans grown by Fairtrade cooperatives in developing countries
– Minimal processing – the chocolate had simpler ingredients and less processing than mainstream brands
– High cocoa content – the bars contained a minimum of 40% cocoa solids
– Simple packaging – the bars were wrapped in plain paperboard with simple text
Some of Green and Blacks’ early slogan reflected its ethical image, such as “Where the ethics taste as good as the chocolate.” The branding was minimalist compared to larger chocolate brands.
The product range focused entirely on dark chocolate bars that came in a variety of cocoa percentages and flavors like ginger, mint, and butterscotch. At the time, dark chocolate was still a niche within the chocolate market, making Green and Blacks stand out from milk chocolate-dominant brands.
Acquisition by Cadbury in 2005
Green and Blacks grew steadily through the 1990s and early 2000s. By 2005, it became one of the biggest ethical food brands in the UK. That year, Cadbury purchased Green and Blacks for £20 million.
Cadbury stated that it wanted to expand Green and Blacks’ distribution while protecting its ethical values and product quality. Critics were skeptical that a large multinational corporation like Cadbury could maintain the brand’s ethical commitments.
Initially, Cadbury kept its promise. Green and Blacks retained its ethical certification from the Fairtrade Foundation and Soil Association. The brand also expanded distribution to more major supermarkets and became available internationally.
Product Range Expansion
After the Cadbury acquisition, Green and Blacks started expanding its product selection beyond just dark chocolate bars:
- 2006 – Green and Blacks launched its first ever milk chocolate line made with organic milk
- 2011 – Praline bars introduced with flavors like hazelnut and roasted almond
- 2012 – Baked bar range launched with bars containing nuts, raisins, and rice crisps
- 2013 – Ice cream introduced in flavors like vanilla and chocolate
- 2014 – Drinking chocolate powder launched for making hot chocolate
- 2017 – Green and Blacks released its first ever white chocolate range
The milk chocolate range in particular marked a shift for the brand, since Green and Blacks built its reputation on dark chocolate and catering to more health-conscious consumers. The praline, baked, ice cream, and white chocolate lines were also departures from Green and Blacks’ original focus on simple ingredient dark chocolate bars.
Criticism of Ingredient Changes
In 2010, Cadbury was acquired by Kraft Foods. Then in 2012, Kraft spun off its snack brands as Mondelez International, which became the new parent company of Green and Blacks.
Under Mondelez, some consumers noticed changes in the ingredients and recipes of Green and Blacks chocolate:
– Increased use of cheaper cocoa powder rather than more expensive cocoa butter
– Addition of emulsifiers like lecithin and vanillin in some products
– Reduction of cocoa content in certain bars
These changes improved profit margins but strayed from the brand’s original minimally-processed approach. Loyal customers complained that the chocolate’s texture and taste noticeably declined.
The shift away from using exclusively Fairtrade cocoa also concerned activists who feared it compromised the brand’s ethical sourcing standards.
Criticism of Unethical Practices
In 2019, an investigation by Channel 4 in the UK found evidence of child labor, deforestation, and other unethical practices in Green and Blacks’ supply chain.
Reporters posed as chocolate buyers and visited farms in Ghana that supplied cocoa to Mondelez for Green and Blacks chocolate. They recorded hidden camera footage of children working with machetes to chop down cocoa pods and carrying heavy loads of cocoa sacks. Such hazardous child labor violates Fairtrade standards.
The program also filmed illegal deforestation encroaching on national parks to clear land for cocoa production. Mondelez promised to investigate the findings and took disciplinary action against one of the suppliers shown in the footage. But activists argued that inadequate auditing allowed these issues to happen in the first place.
The exposé cast doubt on the brand’s ethical credibility built around Fairtrade and sustainability. Customers expressed outrage and disappointment in the comments on Green and Blacks’ social media.
Declining Brand Reputation
In the 2010s and onward, Green and Blacks’ reputation as an ethical brand declined while its product range expanded in more indulgent directions under Mondelez ownership. Here are some indicators of the brand’s fading public image:
| Year | Indicator |
|---|---|
| 2013 | Green and Blacks ranked 5th most ethical chocolate brand in UK |
| 2014 | Fairtrade certification dropped from all products |
| 2017 | Green and Blacks ranked 23rd most ethical chocolate brand in UK |
| 2019 | Child labor and deforestation issues exposed |
| 2020 | Green and Blacks dropped off Ethical Consumer’s rankings of top ethical chocolate brands |
As the brand expanded into mainstream chocolate markets, it gradually lost elements of its ethical identity. Issues in its supply chain further weakened its credibility.
Acquisition by Barry Callebaut in 2022
In 2022, Mondelez sold Green and Blacks to Barry Callebaut for an undisclosed sum. Barry Callebaut is a Belgian-Swiss cocoa producer and chocolate manufacturer that supplies chocolate to brands like Hershey and Nestle.
Like when Cadbury originally acquired Green and Blacks, Barry Callebaut vowed to protect the brand’s ethical principles and premium quality while expanding its growth. It remains to be seen whether Barry Callebaut will follow through on bringing integrity back to the Green and Blacks brand.
Some activists have called the acquisition a positive development since Barry Callebaut does not have a reputation for unethical practices like Mondelez. The company also has experience ethically sourcing cocoa through its flagship brand Cacao Barry.
However, Barry Callebaut is still primarily a business-to-business company focused on commercial chocolate production. It lacks experience as a consumer brand, so may struggle to reconnect with Green and Blacks’ customer base.
Potential Changes Under New Ownership
Based on Barry Callebaut’s public statements and areas needing improvement for Green and Blacks, here are some potential changes that could occur with the new ownership:
– Increased use of ethically-sourced cocoa beans
– Re-introduction of Fairtrade certification across entire product range
– Cleaning up supply chain issues such as child labor and deforestation
– Renewed focus on organic ingredients and minimal processing
– Release of premium and specialty dark chocolate lines
– Reduction in more indulgent products like milk chocolate and white chocolate
– Plans to become carbon and plastic neutral in operations by 2025
A lot depends on how much authority Barry Callebaut gives Green and Blacks to rebuild its ethical credentials beyond just a commercial brand. But the resources of its new parent company could help Green and Blacks course correct its mission.
Outlook for Green and Blacks
The outlook for Green and Blacks under Barry Callebaut’s ownership remains uncertain but hopeful. On the positive side, the brand has an opportunity to reconnect with its founding ethos and regain trust among mission-driven consumers. With careful stewardship, it could become a leader in ethical chocolate once again.
However, the brand faces an uphill battle rebuilding customer loyalty after years of perceived decline. Green and Blacks may have to revamp its product recipes, marketing, and packaging to stand out against newer upstart ethical chocolate brands. Its path forward is not guaranteed.
Regardless, for consumers who care about ethics and quality, a revitalized Green and Blacks true to its origins could represent the fairer, greener chocolate brand of the future. The coming years will show if Barry Callebaut seizes this opportunity or falls short.
Conclusion
Green and Blacks has undergone an ethical identity crisis since its founding mission was compromised under corporate ownership. However, a return to its roots is plausible with the right stewardship.
Conscientious chocolate lovers should keep an eye on decisions by Barry Callebaut that indicate whether ethics or profits will drive the brand’s next chapter. If Green and Blacks can resolve past supply chain issues and re-commit to its core principles, it could satisfy customer cravings for premium chocolate – and social justice.
