Caroboo, a family-run business renowned for its vegan and caffeine-free chocolatey bars, has successfully secured a significant new listing with Holland & Barrett, the UK’s foremost health and wellness store. This month, Caroboo’s Mint, Orange, and Salted Caramel Nutty bars will be available in 329 locations. This development is anticipated to propel the brand’s growth by 150% year-on-year.
The bars utilize carob, offering a delightful, mild, and sweet chocolatey flavor, whilst being rich in fiber, antioxidants, vitamins, and minerals. Importantly, they are caffeine-free, helping to mitigate issues such as anxiety, insomnia, and headaches.
As the only major supplier of carob bars in the UK, Caroboo is poised to seize a substantial growth opportunity. Consumer interest in caffeine-free products has been instrumental in the expansion of the global carob chocolate market, which was valued at USD 801.8 million in 2020 and is projected to grow at a compound annual growth rate (CAGR) of 6.4% from 2021 to 20281.
Notably, the bars are the first in Caroboo’s lineup to feature an innovative 100% recyclable paper wrapper, which replaces the brand’s existing home-compostable packaging. Unlike traditional paper wrappers that often contain polyethylene, consumers can conveniently recycle the new Caroboo wrapper with their regular paper recyclables. Significantly, when littered, this wrapper does not release harmful microplastics into the environment, thus protecting wildlife and ecosystems.
Charlotte Miller, Co-Founder of Caroboo, said: “It is fantastic that our bars will be available to consumers in Holland & Barrett, one of the UK’s best-known health and wellness brands. In addition to providing a vegan and caffeine-free alternative to cocoa-based chocolate that tastes delicious, the bars are packaged in 100% recyclable paper, aligning with our strong sustainability focus — something our customers truly value. We are thrilled to be among the first brands utilizing this innovative new material and will transition all our products to this paper packaging within the next three months.”
100% Kerbside Recyclable Paper Wrapper
The new paper wrapper serves as a functional and eco-friendly alternative to traditional food and drink packaging, which has become increasingly complex over the past 30 years. The development of lightweight multi-layer structures has enhanced efficiency and shelf life, but the intricate design complicates end-of-life disposal. Additionally, consumer habits, especially on-the-go consumption, heighten littering issues compared to other packaging formats. The use of small units with complicated material combinations limits recycling and recovery options, often leading to landfill without circularity.
Developed by EvoPak, a manufacturer specializing in sustainable food and drink packaging, the new paper wrapper (known as RCM) utilizes environmentally friendly technology akin to the world’s first fully recyclable crisp packet, featuring the innovative polymer Hydropol™, developed by Aquapak, which replaces conventional plastic.
To ensure the carob bars maintain freshness during transit and on store shelves, the packaging must protect against oxygen, seal securely on standard packaging equipment, and be easy to print on. Hydropol™ delivers this functionality while offering various safe end-of-life disposal options for consumers and brands committed to combating plastic pollution.
Importantly, Hydropol™ enables paper to remain fully recyclable and compostable, even compatible with anaerobic digestion. Its solubility ensures it does not disrupt the recycling process, allowing for up to 100% recovery of paper fiber in standard mills.
Moreover, if unintentionally released into the natural environment, Hydropol™ is proven to be non-toxic and marine safe, dissolving and biodegrading safely. It does not decompose into harmful microplastics during its lifecycle. Current applications include products like crisp packets, chocolate bags, and more.
The wrappers have been certified as recyclable by OPRL, the only evidence-based on-pack recycling labeling scheme in standard paper recycling mills. This certification enables them to display the green recycle logo and ensures they can be disposed of in consumer kerbside collections alongside other paper materials, setting them apart from traditional wrappers.
