UK chocolate manufacturer, Sweetdreams Ltd, has appointed FMCG manager, James Jeffery as Head of Sales to bring its new brand, GOZO, to market.

It’s an exciting opportunity for James who has more than 15 years’ experience in the food and drinks industry gained across, Mondelez, Quorn Foods and The Lakes Distillery.

At Northumberland based Sweetdreams Ltd, he will focus on promoting the company’s new GOZO range to target UK retailers as well as drive the continued growth of Choc Nibbles.

The new GOZO range uniquely brings together the chunky bloc-choc bite with the sophistication of luxury chocolate. It includes six new 130g block chocolate bars made using single origin Cacao Fino de Aroma, ethically sourced from Colombia via Luker Chocolate.

Sweetdreams Ltd, has described the range as bringing ‘joy’ to the market, offering great value against existing brands in the category that have been impacted by shrinkflation.

James said: “As we live through a cost-of-living crisis and spiralling inflation, people want more return from their spending, not less.

“There are plenty of chocolate bars that achieve some of this, but very few that tick all those boxes. The more I heard about GOZO, the more I realised there was a good story to tell. Single-origin chocolate, from a properly sustainable source, very generous in its size and ingredients, no fillers, no additives. This is very much the real thing.

“Choosing Luker Chocolate as the cocoa supplier for GOZO also means that we’ve been able to support communities in Colombia where the cocoa is harvested through ‘The Chocolate Dream’. This initiative improves farmer income, strengthens the social wellbeing of local communities and maintains an environmental balance in cocoa growing areas.”

James had spent 13 years in confectionery with Cadbury. He left Cadbury parent company Mondelez, where he was Senior National Account Manager in 2019. Since then, he’s worked for Quorn Foods and, since 2021 for The Lakes Distillery in the same position.

Matthew Stephenson, Managing Director at Sweetdreams Ltd, said: “James is already a real asset to our business. His insight and experience is invaluable as we bring our exciting new range GOZO to market this year and strengthen our Choc Nibbles offer.

“There’s nothing quite like GOZO on the supermarket shelves at the moment. It’s unique and sits in a category of its own. We’re bringing a fresh new brand to the consumer, with real quality Cacao Fino de Aroma and generous amounts of delicious ingredients including raspberries, raisins and nuts. I’m excited about the positive dialogue we’re already having with target retailers.”