Brand Tone

Conscious, Passionate, and Artisanal

Brand Values

• •Ethical Sourcing and Fair Trade
• •Sustainability and Environmental Responsibility
• •Health and Natural Ingredients
• •Quality and Craftsmanship
• •Transparency

Best Practices

• •Lead with a Value, Follow with Flavor: Start with the "why"—the ethical, sustainable, or organic reason—before describing the taste. For example, instead of "Delicious raspberry chocolate," try "Our Fairtrade chocolate, bursting with organic raspberries." This constantly reinforces the brand's core mission.
• •Use Sensory and Artisanal Language: Employ words that evoke craft, quality, and taste. Use terms like "crafted," "stone-ground," "masterfully tempered," "rich," "velvety," "vibrant," and "intense." This elevates the product from a simple snack to a gourmet experience.
• •Tell the Story in Snippets: Not every post needs the full founder's story, but every piece of copy should contain a piece of it. Mention the "Peruvian cooperatives," the "bird illustrations," "carbon-neutral production," or the "kitchen-bench beginnings." This creates a rich, consistent brand narrative.
• •Maintain a Warm and Passionate Voice: Write as if you are a passionate chocolate lover speaking to another. Use inviting and positive language like "we love," "we believe," and "chocolate to feel good about." The tone should be knowledgeable but accessible and friendly, never preachy or corporate.
• •Be Transparent and Specific: Don't just say "ethical." Say "B Corp Certified with a score of 120.4". Don't just say "we help farmers." Say "we partner with the Acopagro cooperative in Peru to support education and reforestation". These details build credibility and show genuine commitment, which is central to the brand's appeal.

Social Perception

The public and customer perception of Bennetto Natural Foods is overwhelmingly positive, centered on its dual strengths of superior taste and strong ethics. It is seen as a trusted ethical choice due to numerous certifications, a premium and high-quality product, and is highly valued for its artistic and appealing packaging. The brand successfully maintains its core values while expanding its international presence, making ethical chocolate accessible.

Copy Examples

• •Headline: More than just chocolate. It's a choice. Body: Every bar of Bennetto does more than just satisfy a craving. It supports Fairtrade farmers in Peru, helps reforest the Amazon, and is crafted with the purest organic ingredients. This isn't just better chocolate, it's chocolate for a better world. Taste the difference a little thoughtfulness makes. #BennettoChocolate #EthicalChocolate #Fairtrade #OrganicLiving #ChocolateToFeelGoodAbout
• •Headline: Beautifully Simple. Beautifully Ethical. Body: We believe the best chocolate has the fewest ingredients. That's why we only use organic, Fairtrade cocoa and say no to additives. Discover the pure, rich taste of chocolate made with passion and purpose.
• •Indulge without compromise. Our 70% dark organic chocolate, made with beans from a Fairtrade cooperative in Ecuador, provides a rich and fruity foundation. We then fold in generously toasted hazelnuts for a satisfying, nutty crunch. It’s simple, delicious, and crafted to be good for you, the growers, and the planet. Vegan, gluten-free, and carbon neutral.
• •Headline: Know the story behind your chocolate. Card 1: It starts with Lucy Bennetto, who believed chocolate could be better. Card 2: It grows with our Fairtrade partners in Peru, ensuring fair wages and a thriving community. Card 3: It’s crafted with Swiss expertise into the bar you love. Body: Bennetto is chocolate with a conscience. Try the brand that’s B Corp certified, vegan, and utterly delicious. Shop our collection now.
• •Subject: That Friday feeling, but make it Fairtrade ✨