How Better Branding Made This Premium Chocolatier Deliciously Successful

Published

January 20, 2021

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Can there ever be too many kinds of chocolate?

Consumers don’t seem to think so—and manufacturers have responded with alacrity to their cry for more confections. During 2017, the premium chocolate segment grew 10% compared to the year before due to increased demand and a deluge of new product launches. By 2018, many established brands were struggling to defend their market share. That includes Theo Chocolate, the first organic, fair-trade, bean-to-bar manufacturer in North America. After more than a decade in the marketplace, sales had grown sluggish.

Kim Gaskins

Kim Gaskins is the Senior Vice President of Marketing and Design for Designalytics, a company that provides design performance data to consumer brands. Prior to this, she led marketing efforts for Nielsen Design Solutions. A firm believer in the power of visual communication, Kim launched the Designalytics Effectiveness Awards and the Nielsen Design Impact Awards in partnership with Dieline—programs designed to spotlight the incredible impact that effective design can have on brand growth. When she’s not writing, she enjoys strong coffee, dry humor, and a good audiobook.