In December, a new vegan chocolate line Happiness in Plants (HiP) will debut in the United Kingdom. The new HiP line will feature chocolate bars made with an oat milk base with single-origin cocoa in four flavors: Smooth & Creamy, Cookies & Cream, Salted Caramel, and Salty Pretzel. The new brand is founded by chocolatier James Cadbury—owner of luxury chocolate line Love Cocoa and the great-great-great grandson of John Cadbury, who founded the UK’s popular Cadbury chocolate brand in 1824.

“We’ve seen a wave of innovative products that mimic the taste and structure of meat and dairy products in recent years,” Cadbury said. “The launch of HiP and our new oat milk chocolate bars will stretch the confectionery category, driving increased excitement and engagement. I believe these innovative, first-to-market products will deliver great-tasting oat milk chocolate to younger consumers who are looking for compelling dairy-free and vegan alternatives.”

The HiP brand’s chocolates—which will be wrapped in plastic-free packaging—offer a smoother flavor than other vegan milk chocolate bars on the market, according to Cadbury. “The problem with current dairy-free chocolate on the market is that the taste is incomparable to a traditional milk chocolate bar,” Cadbury said. “Plant-based milk chocolate flavors and packaging are often bland and we think we’ve come up with a winning combination that will be hard to beat.” 

The original Cadbury brand is also developing a plant-based version of its Cadbury Dairy Milk bar, according to its parent company Mondelēz, the debut date of which has yet to be announced.

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