Green & Black's's Slogans & Taglines

Green & Black's was founded in 1991 in London by Craig Sams and Josephine Fairley, pioneers of the UK's organic food movement. The brand's name reflects its dual conviction: "Green" for ethical, organic sourcing and "Black" for the intense darkness of its chocolate. Its breakthrough came in 1994 with Maya Gold, the world's first organic chocolate and the UK's first Fairtrade-certified bar, created with cocoa from Mayan farmers in Belize. Originally positioned as a worthy organic niche, the brand pivoted under new management in 2002 to luxury premium chocolate, leading on taste with organic as a supporting virtue. The portfolio expanded from the signature 70% dark chocolate bar to encompass milk, white, and flavoured varieties, plus ice cream and biscuits. Its slogan evolution traces this transformation: from the earnest early promise of "the chocolate with the least sugar, the most cocoa solids, and organic too," to the provocative 2006 declaration "This is not a chocolate bar," and the 2021 sensory invitation "Wildly. Deliciously. Organic." Now owned by Mondelēz International, Green & Black's remains the pioneer that proved ethical indulgence need not compromise on intensity.