Emmerich, 14 October 2019 – Katjes catapults its brand promise ‘Every life is precious’ to a new high. Following on from vegetarian fruit gums, the company now presents Chocjes – the first vegan chocolate to be made with oat milk, and entirely dairy-free. To launch this sustainable, animal-friendly alternative, Katjes has launched a national campaign throughout Germany with the slogan ‘Woo-hoo, no moo’.

The Berlin agency antoni is responsible for the #CheckItOut campaign and the packaging design. The artwork was completed by the illustrious and legendary illustrator Gerald Scarfe from England, who skyrocketed to fame with his world-famous cover for Pink Floyd’s ‘The Wall’ album. In his inimitable style, previously unseen in the food industry, the television commercial takes a critical look at factory farming. At the same time, it points to the way forward: oats. Because out of all the many plant-based milk substitutes, oats are the most sustainable and environmentally friendly alternative, which is good news for dairy cows, too. And quite an affair of the heart for Scarfe, who insisted on drawing the pictures for the elaborate TV commercial himself.

‘With Chocjes, we’re infiltrating a new category and reinforcing our claim to achieve something great. Katjes caters to the growing market of consumers who want an alternative to cow’s milk,’ explains Tobias Bachmüller, managing partner of Katjes Fassin. ‘Anyone can be a part of this change with Chocjes. It’s good news for taste buds and good news for animals!’

‘Gerald Scarfe is a man with convictions. He was really excited by our idea – if that hadn’t been the case, he wouldn’t have drawn a single line,’ explains Martin Pross, Managing Director Creation at antoni.

The 15-second TV commercial starts today and will be broadcast on all major TV channels in Germany. The campaign is supported by advertising in supermarkets, on Instagram and on Facebook. Chocjes comes in two delicious varieties: ‘The Pure Thing’, with a delicately rich chocolate taste, and ‘Hazel Smack’ with 14% crunchy hazelnuts for incurable chocoholics. And even though Chocjes is fully vegan and soy-free, it still has that amazing melt-in-the-mouth softness that is typical of conventional milk chocolate. For everyone who wants to try Chocjes. You can order your favorite chocolate variety from the Katjes Chocjes online shop and have it delivered to your door.

Spotlight on sustainability

With ‘Chocjes’, Katjes delivers on its sustainability promise. Because this chocolate is not only made with oat milk – it’s also made with UTZ cocoa and UTZ hazelnuts (‘Hazel Smack’) When it comes to being environmentally friendly and sustainable, oat milk is far superior to other plant-based milk alternatives such as soy milk or almond milk. The UTZ label certifies that the cocoa and hazelnuts are grown sustainably and that the farmers work in good working conditions, receive a fair salary and are taught to use environmentally friendly farming methods. In addition, both Chocjes varieties are wrapped in FSC-certified paper.

Responsible at Katjes Fassin
Tobias Bachmüller, Managing Partner
Gloria Thyssen, Global Marketing Manager

Responsible at antoni
Martin Pross, Managing Director Creation

Media agency: MediaCom Düsseldorf

About Katjes Fassin

Katjes Fassin GmbH + Co. KG is based in Emmerich, in the Lower Rhine region of Germany. Comprising the Katjes, VICKS cough sweets, Ahoj-Brause and SALLOS brands, it is one of the three largest sweet manufacturers in Germany. The Katjes brand is considered a pioneer and trendsetter in the field of vegetarian fruit gums and liquorice. The company does not use any animal gelatine in the manufacture of its products, and the entire Katjes range in Germany is now completely vegetarian. Products are manufactured locally at three production sites across Germany, all of which have been carbon-neutral since 2020.

Katjes Fassin GmbH + Co. KG is a legal entity in its own right and forms part of the Katjes Group alongside its affiliates Katjes International GmbH + Co. KG and Katjesgreenfood GmbH + Co. KG.

For more information, please visit www.katjes.de.

Contact: Katjes Gloria Blumhofer, presse@katjes.de, Phone: +49 (0)2822 601224