British confectionery brand Natural Oddity is looking to bring a fresh approach to the milk chocolate category with a range of bars made using dates, nuts and coconut blossom sugar, without refined sugar, palm oil, sugar alcohols or emulsifiers.
Developed by experienced chocolatier James Hutchins, the brand aims to offer an alternative for consumers seeking more considered ingredient choices without compromising on the familiar taste and texture of milk chocolate.
While dark chocolate and plant-based alternatives have attracted considerable attention within the better-for-you confectionery market, Natural Oddity is focusing on traditional milk chocolate and the opportunities for innovation within the category.
Familiar flavours, different ingredients
Natural Oddity has developed three flavours designed to appeal to established milk chocolate preferences:
- Loaded Hazelnut
- Salted Caramel Crunch
- Caramelised Blondie
Rather than introducing unusual flavour combinations, the brand has concentrated on familiar favourites, supported by an ingredient philosophy that prioritises simplicity.
“From the outset we adopted a robust ‘kitchen logic’ rule of thumb regarding ingredients, which stated, if we couldn’t use it in our kitchen, it didn’t warrant a place within our bars,” explained James Hutchins, brand owner and chocolatier.
The range uses dates, nuts and coconut blossom sugar as part of its approach to creating milk chocolate with an alternative ingredient profile.
“Naturally, delicious, creamy and authentic are our non-negotiable call-to-arms, with healthier living a very close second, a meaningful me-time treat made simply with better ingredients.”
Three decades of chocolate-making experience
Hutchins brings more than 30 years of confectionery experience to Natural Oddity, having started making chocolate by hand in 1995 for delicatessens and London chocolate shops.
He subsequently established his own retail outlets and founded James Chocolates in Somerset, which has grown into a BRCGS AA* accredited manufacturer supplying a number of emerging UK brands.
Natural Oddity’s initial range is available in 32g bars, with a recommended retail price of £2.49 each.
The company is also considering a larger bar format for spring 2027, following interest from retailers.
With its focus on familiar flavours and a shorter, more recognisable ingredient approach, Natural Oddity is positioning itself within the evolving better-for-you confectionery market while maintaining the indulgence associated with traditional milk chocolate.
Image Credit: Natural Oddity
