Hitting stores in June, the 75g bars (RSP £3) are made with Madagascan heirloom cocoa and include Sea Salt & Nibs, Salted Almond, Espresso Bean and Toasted Coconut variants. The bars strongly communicate the campaign with a colourful lemur design. Five pence from the sale of each special edition bar is being donated to the Lemur Conservation Foundation, whose aim is to preserve and protect lemurs, which are only found in Madagascar and are one of the most endangered mammals in the world.
Sarah Shah, Director of Marketing at Madécasse, said: “We’re delighted to be working with the Lemur Conservation Foundation to raise awareness about the lemur population and very proud to be working with Sainsbury’s, Waitrose and Whole Foods in helping us get this project off the ground. We’re excited to see the bars on–shelf and are confident that the chocolate and the campaign’s message will be well-received by consumers.”