April 18, 2021

Start-up CRAVE launches rice milk vegan chocolate range

Start-up indulgent vegan and free-from snack brand, CRAVE, has launched a duo of rice milk chocolate.  

The first kind of vegan chocolate bar that makes taste and toppings the star of the show, the range includes:

  • Kitchen Sink: rice milk chocolate bar covered with salted fudge, raisins, honeycomb, cornflakes and biscuit crumbs;
  • Rocky Road: rice milk chocolate bar topped with marshmallows, raisins and biscuit crumbs.

The chocolate is made with Cocoa Horizons certified and sustainably sourced cocoa, and is free from gluten, milk, lactose and egg so they can be enjoyed by those with intolerances.

CRAVE is founded by trained chef and food expert, Robert Brice, who runs a food consultancy, The Cattle Shed, which works with all major UK retailers, specialising in NPD and Technical having previously worked at Sainsbury’s, M&S, and Tesco where he led the launch of Jack’s supermarkets, and was head of development at Co-op, successfully launching vegan brand GRO. 

Brice gained insight for an opportunity for growth in the plant-based and free-from categories for creating everyday vegan snacks that taste delicious whether you are vegan or have allergies or not.

Robert Brice, Founder of CRAVE, comments: “It’s obvious the plant-based movement is here to stay, but I found myself getting frustrated by the limited vegan and free-from products in the market that actually taste normal and can match mainstream options. Rather than take away flavour, we’re all about adding as much as possible, so you’ll find a whole load of toppings on our chocolate bars to appeal to a wide target of consumers who don’t want to compromise on taste. 

“CRAVE is focused on enjoyment and indulgence, so we’re targeting both Gen Z and Gen Y where our chocolate can be shared with all of the family, and the kids of today will hopefully grow up with the brand and be the parents of tomorrow, buying for their family too whether they are vegan or have allergies or not.”

The start-up has ambitious growth plans and will also look at rolling out other vegan snacks outside of confectionery this year.

In the meantime, brand’s chocolate duo is available now at Holland & Barrett and via CRAVE’s online shop with nationwide delivery (90g bar, RRP £3).