Waitrose has launched a special edition WholeFruit chocolate bar as it looks to expand its eco-friendly confectionary offerings.
The chocolate bar, which is available in the retailer‘s stores and online from today (28 September) is made from 100% pure cacaofruit, using the entire fruit – aside from its skin – in a bid to prevent food waste.
Available for the next 12 months, the bar’s launch comes as Waitrose looks to prevent waste in its chocolate production as around 70% of the cacaofruit grown each year is not consumed.
Also looking to support farmers and their families, by using more fruit than in traditional chocolate, this in turn could increase farmers’ incomes.
The first of its kind to launch in a supermarket, the new chocolate bar is also Fairtrade and wrapped in 100% recyclable packaging.
“We love everything that this eco-friendly bar stands for, not only preventing food waste but supporting farmers and their families,” Waitrose chocolate developer, Sarah Breadmore said.
“With its truly unique flavour and bright fruity taste it can be enjoyed on its own, used for baking or paired alongside some greatWaitrose products. Customers can also be confident they’re shopping responsibly when they buy this bar, as just like all of our own brand confectionery the cocoa we use is Fairtrade.”
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Gorgeous. Hope it catches on for the planets sake 😉