Cadbury has opened a pop-up ‘Mean Tweetshop’ in Soho to showcase its vegan alternative, the ‘Plant Bar’ and playfully challenge negative stereotypes about vegan chocolate.
While stocks last, the confectioner will be giving away its Plant Bar for free, which will come wrapped in limited-edition packaging featuring negative comments about vegan chocolate found on social media.
Using the slogan “Turn plant-based hate into plant-based love”, Cadbury hopes that critics of its new vegan alternative will come and trial the bar for themselves.
Shop visitors will be able to sample two varieties of the Plant Bar, Smooth Chocolate or Smooth Chocolate with Salted Caramel pieces.
According to Cadbury, research suggests that vegan chocolate is often overlooked by those choosing to adopt a plant-based diet. According to YouGov, over a third of Brits are interested in becoming vegan.
READ MORE:
Veganism’s growing profile was highlighted by Vegan Society marketing manager, Ericka Durgahee, who said: “[Veganism is] no longer portrayed as an unusual lifestyle, it’s easy and accessible and many people now incorporate vegan options in their everyday choices.
“With iconic brands like Cadbury unveiling products like the Plant Bar, there has never been a better time to try a plant-based or flexitarian lifestyle.”
Cadbury marketing manager, Michael Moore concluded: “The Mean Tweetshop is a true celebration of Cadbury Plant Bar and we feel that this is a chocolate that anyone can enjoy, including the sceptics.”
“We hope that some of those who have been quick to judge plant-based products are brave enough to come down and try one for themselves, they really are that good!”
The ‘Mean Tweetshop’ can be found at 15 Bateman Street, Soho, London, and is open to the public from 22-26 March, 12pm-6pm, and 12pm-4pm on 27 March.
Click here to sign up to Marketing Beat’s free daily email newsletter
