The confectionary market is deemed to be worth in excess of £5.41bn, at 74% the chocolate sector occupies the majority of the market.

As a result of the economic crisis more consumers are staying at home, increasing the demand of boxed chocolates and sharing-formats. Creating product differentiation in a sea of competitors is now more important than ever.

Male characteristics are used to inspire the brand's flavours. Taking cue from common phases, such as 'blonde and blue-eyed', 'tall, dark and handsome' and 'rich and skinny'.

By introducing character into a product we instantly add value to the overall experience, whilst creating product differentiation in a heavily saturated market.