Chokolit may be a tiny company, but its move on to supermarket shelves across the UK this Christmas will see it pit itself against large producers such as Cadbury Trebor Bassett, Nestlé and Mars, as well as smaller niche players. Cadbury's Green & Black's brand remains the one that smaller players want to successfully compete against. Green & Black's is determined to hold on to its strong position even though there are a wealth of other specialist companies in the category. It is stepping up its activity this Christmas with a line of chocolate assortment boxes that use environmentally friendly packaging. The company says that, in order to succeed against larger brands, smaller players need a point of difference. "It's critical that a young brand has a position that's truly different," says Green & Black's marketing director Carol Welch. Small producers tend to fit into two categories - super-premium and ethical - and there is no shortage of companies covering each. "Chocolate is a very dynamic area at the moment," says Charlotte Borger, head of communications at Fairtrade producer Divine Chocolate. "The situation is similar to what happened in the wine industry a few years ago," she says. "Small players are coming in with interesting stories and challenging flavours, and proving very successful. That success is creeping from the delis to the supermarket." Packaging plays a vital role in appealing to retail buyers, says Borger, which puts Chokolit and its chocolate boxes in a strong position. "The packaging should stand out, as should the story behind the product - it has to have a personality," she adds. All of this bodes well for Chokolit, says Barnett's mother Mary. "Louis' story interests people and gets them thinking about the product," she says. "It makes the public feel a part of the food they are eating, which is a really positive thing."

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