UK. Sustainable oat milk chocolate brand HiP (Happiness in Plants) has secured new listings with WHSmith Travel.
Four of the brand’s oat milk chocolate variants were launched in 120 WHSmith locations in airports, railway stations and service stations in the UK on 18 March.
HiP was created by James Cadbury, founder of ethical chocolate Love Cocoa and descendant of chocolate pioneer John Cadbury of the Cadbury chocolate dynasty.
According to the company, HiP was launched to target the growing number of vegans and flexitarians in the UK.
The brand also notes that consumer demand is growing for plant-based sustainable brands; and that producing oat milk has minimal environmental impact compared to dairy milk.
The HiP portfolio aims to offer travellers a healthy oat-based alternative to milk chocolates. The brand’s dairy-free chocolates have -35% less sugar than an average milk chocolate bar and +41% more cocoa.
HiP’s line-up of 70g chocolate bars comprise the Smooth & Creamy, Cookies No Cream, Salted Caramel and Salty Pretzel flavours. The bars are made with a plant-powered recipe, using slavery-free, single-origin chocolate with plastic-free packaging.
Located in high-traffic commuter zones, WHSmith is supporting the launch with promotional materials on Queueing Systems (QMS) and on digital screens at airports.
Commenting on the brand’s entrance into the channel, Hip Founder James Cadbury said: “HiP offers consumers something unique — a compelling dairy free chocolate alternative. The combination of superior taste, premium flavours, quality ingredients and standout, eco-friendly packaging makes the range really attractive for those looking for a tasty, sweet treat to enjoy on the move. We’re thrilled to have secured this listing with WHSmith Travel.”
