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Startup confectioner Happi has launched a range of oat milk chocolate.

The range, which Happi claims is the first mass market range of oat milk chocolates to see release in the UK, comprises four bars – Cacao Nib Crunch, Plain, Salted Caramel and Orange – as well as buttons.

The chocolates themselves are made with 47% single-origin chocolate and gluten-free oat milk, and replaced soya lecithin with sunflower lecithin in the recipe to make the range completely allergen-free. 

They are also touted as being some 35% lower in sugar than “other mass market brands”.

The brand had “paid careful attention to the ingredients we’ve used, sourcing sustainably throughout the supply chain to appeal to a wide market of younger consumers who are both health and environmentally conscious”, said Happi founder Gavin Cox.

“The free-from market is dominated by major brands, however challenger brands are beginning to break through and we want Happi to introduce new consumers to the category and have them buying not once, but multiple times.”

The brand will roll into Selfridges, Ocado and independents from mid-February in 40g and 80g bars and 100g buttons (rsp: £1.75-£3.50).

It comes as past months have seen a flurry of free-from chocolate NPD hit shelves as the lead-up to Easter begins, from SMEs to the likes of Mars.

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