American Heritage Chocolate, produced by Mars Wrigley Confectionery (MWC), has unveiled new brand identity and product packaging.
American Heritage Chocolate has launched 360-degree re-brand, which comprised new brand identity, reimaged product packaging, revised product recipe in four new formats and redesigned brand website.
The heritage tree is the new brandmark of the chocolate brand, which represents a symbolic abstraction of a flourishing cocoa tree.
American Heritage Chocolate’ primary packaging is provided with abstracted brandmark, and has deep red hue for dark chocolate and cool blue for milk chocolate products, which is a shade based on 18th century sugar cone packaging.
The chocolate brand has also unveiled new product formats, including tablet bar that includes grated chocolate in re-sealable packets.
American Heritage Chocolate is also providing a full line of products in bulk packaging. The brand is offering a new gourmet hot cocoa, which can be served chilled or as an adult beverage.
Mars sponsorships and family properties director Gail Broadright said: “To emphasize chocolate’s global, cultural influence, a story of connection that brings people together, spanning time and place, we are moving away from a singular, historical perspective to a more universal exploration of how this super food has impacted the world around us.”
“We want to promote three key ways chocolate can be experienced and enjoyed: entertainment, creation and education.
“From the events we do with historic site partners and food festivals, to our website and social media programming that shares classic, international and innovative recipes, to our amusing, multi-media glimpse at the history of chocolate with our series ‘A Day Without Chocolate,’ we aim to bring chocolate to life in a variety of engaging ways.”
American Heritage Chocolate is composed of 57% cocoa, which Rain Forest Alliance certified, Kosher chocolate and contains no preservatives.
American Heritage Chocolate is available at more than 100 gift shops at historic sites, museums and historic inns across the US and Canada.
Based in McLean of Virginia, Mars produces diverse products under different brands such as M&M’S, Snickers, Twix, Milky Way, Dove and others.