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Corporate Social responsibility Case Study

Case Title:

Green & Black’s (Part A) U.K. Chocolate Market: Turning Green?

Publication Year : 2005

Authors: Vasudha Aich

Industry: Food, Diary and Agriculture Products


Case Code: CSR0026B

Teaching Note: Not Available

Structured Assignment: Not Available

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Green & Black’s is the UK’s first organic and Fairtrade chocolate brand. In 2002 it has made its mark as the fastest growing chocolate brand in the British chocolate market where the leading players like Nestle, Cadbury and Mars are facing declining market shares. The only areas which were showing double digit growth rates were the niche segments of ethically produced chocolate like organic or Fairtrade brands.

Green & Black’s was successfully positioned on the organic and Fairtrade platform since the early 1990s and was achieving good growth rates. But in the early 2000s, the company feels that it is time to reposition itself by downplaying the attributes of organic and Fairtrade. G&B wishes to enhance the emphasis on product attributes such as taste and not just ‘worthiness’. Will the company be able to reposition itself as a mainstream luxury brand in direct competition with the established players?

Pedagogical Objectives:

  • To discuss the Fair Trade movement
  • The UK chocolate market and how G&B could find the next right niche
  • To discuss successful repositioning strategies anda ho G&B could reposition itself.

Keywords : Corporate Social Responsibility Case Study UK confectionery market, Chocolate market in the UK Green & Black's, Fairtrade, Corporate Social Responsibility, Ethical Trading, Craig Sams, Whole Earth Foods, Coca, Ethical markets, Ethical consumerism, Fairtrade Organisation, Organic chocolates, Organic foods, Fairtrade chocolates

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