14 Kennedy’s Confection December 2013 kennedysconfection.com kennedysconfection.com Kennedy’s Confection December 2013 15

Simply Chocolate’s Story of SuccessSince 2011, Simply Chocolate, Danish chocolate producer, has gone from strength to strength. This October, Kennedy’s invited their Sales and Marketing Director, Martin Holmboe, from Copenhagen, to share Simply Chocolate’s secret by giving a paper at the Kennedy’s World Chocolate Forum. This is a shortened version of the full paper that was heard by industry leaders and producers on 2nd October 2013 at the British Library in London.

Simply Chocolate, based in Copenhagen, was “born out of a desire to fill the gap for a modern

and simple high-end chocolate that Denmark did not have. We wanted to take off the white gloves because in chocolate shops in Denmark you barely dare to open the door in case you don’t behave properly or might be thrown out!’ Martin explained about the Danish chocolate culture. He said the country was ‘ready for change’ and that with a new Head Chocolatier and creative branding ideas this could be possible. Following the recession, Simply Chocolate opened in 2011 and have enjoyed excellent growth from a relatively small budget. Before he discussed the story of Simply Chocolate’s success, Martin explained the nature of the chocolate market in Denmark. Culturally, Denmark produces lots of fine chocolates that have been in production for a long time.

He felt that the market was crowded with too many of the same kind of chocolate producers. There was a gap for ‘modern and straightforward’ chocolate which soon became the company’s key philosophy. In order to stand out they would have to devise a dramatic method of showing why their differences were worthwhile. High-end producers of chocolate are very talented in creating great chocolate but Martin felt they were not looking outside the box. The company decided to introduce berries and nuts to their chocolate to address the growing desire for healthier confectionery, and to take a completely

new approach to packaging. They also identified new distribution channels that hadn’t been tapped into yet. The Danish trends were evident, but Simply Chocolate didn’t want to be like anyone else. They were going to take a risk and hope that it paid off. Martin outlined in his paper seven key philosophies that Simply Chocolate began with and continue to operate under today. The first and most important was that the company needed to be ‘unpretentious.’ To move

away from traditional Danish chocolate producers and establish themselves as a new and exciting brand, they wanted to put simplicity into chocolate products and take away all the ‘fluff’ that came with the targeted market. Following this was the ‘Go Nuts’ initiative, which saw the introduction of healthier ingredients into the chocolate bars. With consumers expecting

options that are healthier than previous choices, Simply Chocolate used peanuts and walnuts alongside super berries such as blueberries and goji berries to give their chocolate a healthy kick. Alongside the ‘Go Nuts’ initiative, the company had an ‘all natural’ philosophy which meant no colourings or artificial colourings which Martin said consumers now expect. Another philosophy was that Simply Chocolate products must be made in Copenhagen to invigorate a local workforce and fulfil the locally made criteria that has become popular

with consumers. There was also a decision made not to include alcohol in any of the products, as is a tradition in Danish chocolate, as it can numb the taste buds and may alienate a growing percentage of the market that does not or cannot consume alcohol. Business decisions such as this one marked Simply Chocolate as a consumer driven brand, which was looking to expand, and expand quickly. In order to move away from the traditional chocolate market, Martin outlined the other philosophies, which helped achieve this. Humour was a key component in shaking off the stuffiness that the company wanted to be apart from. Slogans such as ‘Forget Johnny Depp…’ caught the eye of shoppers who responded to the simplicity of

Simply Chocolate Illum Store

Simply Chocolate Copenhagen Store

16 Kennedy’s Confection December 2013 kennedysconfection.com

Simply Chocolate

the statement but also the humour. In order to utilise new channels for distribution, the company also targeted the fashion industry, an industry also obsessed with trends, with the manufacturing of a ‘fashion forward’ t-shirt and distribution of chocolate at fashion events. Huge attention was generated in the fashion world when Collette, a leading

fashion store in Paris, distributed the bars. Making chocolate fashionable proved to be hugely successful. Martin was insistent that Simply Chocolate’s main priority was ensuring their chocolate was the best it could be. Without a great product to sell the company would never survive. To ensure people buy the bars again it would be crucial to produce an excellent product regardless of any other elements.

Inspired by Snickers, Simply chocolate bars contain a lot of oats and hand made caramel which the company makes themselves. Bars like the peanut chocolate bar which is a best seller, are unique particularly in the Danish market.

The idea of ‘chocolate to go’ was new in Denmark and filled a gap for chocolate lovers that wanted to grab and go. In fact the concept has been so popular, Simply chocolate now sell 3,000 of these bars a

month in their Copenhagen store. Traditionally if you wanted success in the

Danish chocolate market Martin explained you would include nougat, marzipan and caramel. A whole new branding approach was taken on to launch Simply Chocolate as an alternative to traditional Danish chocolate. To go along with the

‘unpretentious’ philosophy the company was loyal to, the design needed to match. Taking on a very Nordic style of simple and clean design, there are no ‘fluffy materials’ that would detract from the actual

product. Slogans such as ‘Oral satisfaction inside’ and ‘I can stop whenever I want’ were hugely popular and a Facebook competition where fans could suggest the next one was met with great enthusiasm. These slogans are projected in stores and on packaging to really emphasise the humorous nature of the company and to give a relaxed, urban atmosphere in stores. Martin explained that in terms of designing the stores

the branding had to be unlike anything that Denmark was used to when it came to chocolate. They wanted to present their chocolate in a ‘simple, raw setting’ that would be in

tune with the style of their chocolate products. In terms of the media, Simply Chocolate began on a ‘virtually

non existent marketing budget.’ This, Martin explained, forced them to be creative. Instagram, Facebook and other forms of

social media were crucial in projecting their brand for very little cost and attracting a young audience. Martin described how he would visit magazines with lots of samples in order to attract editors to include his products within their pages. The bright colours and modern design proved popular with the media who responded well to the products. Simply Chocolate’s Advent calendars were particularly successful as they fulfilled the visual expectations of magazines that weren’t concerned with the actual taste of the product but rather if it looked good in the magazine. The story of Simply Chocolate is an inspiring one that was given at Kennedy’s World Chocolate Forum every year and shows taking risks in a market can succeed with great effect. It is obvious that knowing your market well and targeting consumers with a choice that was never there before is the recipe for success. But as Martin himself explained this is only the beginning for Simply Chocolate. The future awaits them and it’s ‘definitely going to be exciting.’

Simply Chocolate began on a ‘virtually non existent marketing budget.’

To reserve your place at the next World Chocolate Forum next year on 2nd October 2014 at the London British Library email editor@kennedys.co.uk (the event is invitation only) via Kennedy’s and free to manufacturers of finished products.

Martin Holmboe gives his paper at the Kennedy’s World Chocolate Forum