Snacks & Candy

Mars Rebrands American Heritage Chocolate Line

Features new chocolate recipe, updated packaging and redesigned website
Photograph courtesy of Mars Wrigley Confectionery

CHICAGO -- Mars Wrigley Confectionery has launched a 360-degree rebrand of American Heritage Chocolate (AHC), a line of chocolate products that includes Gourmet Hot Cocoa, Finely Grated Chocolate, Tablet Bars and Tasting Squares. The rebrand features a new chocolate recipe, updated packaging and a redesigned website.

The purpose of the rebrand is to provide AHC with a more timeless visual narrative, according to Mars Wrigley.

"To emphasize chocolate's global, cultural influence, a story of connection that brings people together, spanning time and place, we are moving away from a singular, historical perspective to a more universal exploration of how this superfood has impacted the world around us,” said Gail Broadright, director of sponsorships and family properties for AHC.

AHC’s new brand mark and tagline, the Heritage Tree and “Savior the Stories,” respectively, are at the forefront of the rebrand. The new packaging features the Heritage Tree and a red hue for dark chocolate products and blue hue for milk chocolate products. The enhanced recipe focuses on layers, combining ingredients such as chili peppers, vanilla and crisp orange.

The brand’s new website will feature proprietary brand recipes, "how-to" videos for home bakers, a blog for sharing chocolate stories, a timeline that tracks chocolate’s history and an events section for chocolate-making demonstrations, chocolate history lectures and more.

AHC was founded in 2006 to give consumers a taste of the chocolate, made from authentic recipes, that the earliest known Americans enjoyed. Its products are 57% cocoa, Rainforest Alliance certified, kosher and free of preservatives.

McLean, Va.-based Mars Inc. is a global manufacturer with more than $35 billion in sales. Along with AHC, its brands include Snickers, M&M’s, Dove, Milky Way, Twix, Doublemint and Skittles.

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