The importance of storytelling for brand identity
26 Feb 2020 | Love Cocoa
James Cadbury, the Founder of the Love Cocoa brand, comes from a family with chocolate expertise. FoodIngredientsFirst speaks with Cadbury, at ISM 2020 in Cologne, about the importance of storytelling in building a brand and connecting with consumers. In addition, he discusses sugar reduction and new flavors in confectionery, such as avocado-chocolate and birthday cake.
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