James Cadbury is the great-great-great-grandson of John Cadbury - the founder of chocolate giant Cadbury.
Now James is set to 'storm the confectionery market' with his new brand Happiness in Plants (aka HiP), which he says offers 'a creamy oat-based alternative to milk chocolate'.
James Cadbury's vegan chocolate
The HiP range, which is set to launch in December, offers four flavors; Smooth & Creamy, Cookies & Cream, Salted Caramel and Salty Pretzel flavors, RSP £2.50/70g bar.
It is aimed at the U.K's growing flexitarian sector, as well as vegans, handmade in the U.K using sustainably-sourced single-origin cocoa, and wrapped in completely plastic-free packaging.
'Compelling vegan alternatives'
In a statement sent to Plant Based News, James Cadbury said the market has seen a 'wave of innovative products that mimic the taste and structure of meat and dairy' products in recent years.
He said the launch of HiP and the new oat milk chocolate bars will 'stretch the confectionery category' and drive 'increased excitement and engagement'.
"I believe these innovative, first-to-market products will deliver great-tasting oat milk chocolate to younger consumers who are looking for compelling dairy-free/vegan alternatives," he added.
According to Cadbury, the current vegan chocolate offering has a taste which is 'incomparable to a traditional milk chocolate bar'.
He said: "Plant-based milk chocolate flavors and packaging are often bland and we think we’ve come up with a winning combination that will be hard to beat."