Giles Brook has joined the board of Love Cocoa and Hip Chocolate, the ethical chocolate brands founded by John Cadbury descendant James Cadbury, as a non-executive.
The addition of the former Vita Coco CEO and serial fmcg investor Brook would “drive the strategic development” of both Hip Chocolate and Love Cocoa, said the business.
He would help “build retail distribution, expand the team and lead the next external fundraise” which was planned for the first quarter of next year.
“Giles’ experience in driving significant business growth alongside his vast knowledge of the fmcg landscape and expertise in building long-term retail partnerships is second to none,” said James Cadbury - who is the great, great, great grandson of the Cadbury founder.
“I’m excited to have him on board as we continue to strengthen and grow.”
Brook added the brands were “at the forefront of sustainable chocolate innovation”. He said he was “delighted to join their mission and propel the business to even greater growth”.
Love Cocoa launched in 2016 and is currently stocked in upmarket retailers such as Selfridges and Harrods, as well as independents.
The plant-based Hip brand, meanwhile, launched in 2021 and, according to the brand, has already sold half a million bars with listings in Ocado, Booths and on Getir.
The business said it expects it to turn over more than £1m in its first year of trading. The combined brands were growing 200% year on year, it said.
It marks the latest in a series of moves from Brook this year. He joined gut health brand Bio & Me as lead investor in February and joined fast-growing household brand Cheeky Panda as a non-exec in September.
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