Vegan chocolate brand Ombar is introducing a new format – the Oat M’lk ‘countline’ bar.
The new range, which has been designed for impulse locations, aims to appeal to consumers looking for “on-the-go indulgence that’s better for the planet”. It also offers a lower price point compared to the brand’s bigger block bars.
With half the carbon emissions of ‘regular’ milk chocolate and plastic-free packaging, a pack donation from every bar sold funds rainforest reforestation in Ecuador, where the brand sources its cacao.
The new bars are vegan, fair trade, organic and free from dairy, gluten and palm oil.
Launching in two flavours – Hazelnut Brownie and Salted Caramel (RRP: £1.75 / 42g bar) – the range will be rolling out from early November across 120 WHSmith travel sites. They will also be available to independents via wholesalers, including CLF as well as Suma from January, as well as Ombar.com.
Richard, Founder of Ombar, said: “We never stop creating, and are really excited to be launching our new ‘countline’ bar range. We’ve chosen to launch with the number one best-selling bar in our current range – Hazelnut Brownie, and the on-trend flavour favourite, Salted Caramel.
“We know that indulgence and hunger-fill are key purchase drivers at front of store for impulse offerings, which is why we’ve created this new impulse range made with multiple textures. The hope is that this new addition to our successful Oat M’lk range will help not only to drive trial amongst a new audience, but unlock new distribution opportunities in more mainstream impulse locations.”
