CHALLENGE
Ombar had built a loyal following among ethical consumers, but its coconut-based, cacao-rich chocolate limited its appeal to the mainstream fixture. To reach a wider audience, the brand developed Oat M’lk — a creamier milk-style chocolate with half the carbon footprint of conventional milk chocolate. The challenge was to create a sub-brand that could stand out on the mainstream chocolate aisle, appeal to a new audience at a lower price point and still feel unmistakably part of the Ombar family, balancing taste credentials with a meaningful sustainability message.
INSIGHT
Overwhelmed by the climate crisis and unwilling to compromise on enjoyment, people stick with what they know. But when sustainable choices feel effortless, positive and just as delicious, there’s real potential to change behaviour.
SOLUTION
To challenge the status quo, we positioned Oat M’lk as the straight-talking motivator; brimming with positivity and guided by the belief that simple actions – even switching chocolate bars – can add up to meaningful change. Especially when there’s no taste compromise involved. This reframing allowed Ombar to reach a more mainstream audience, with Oat M’lk acting as Ombar’s optimistic, slightly disruptive cousin. Direct, yet hopeful, the strategy inspired packaging that demands attention on-shelf, then gently persuades people to ‘eat the change they want to see’.
IMPACT
Broadened brand appeal securing listings in Tesco, Ocado, Booths and WHSmiths as well as Wholefoods and Planet Organic.
+46% incremental sales in the first three months of launch.
Strong rate of sale – within four weeks of launch, Oat M’lk became Planet Organic’s best-selling chocolate and fourth best-selling ambient line.
