Wizards Magic Chocolate

York based innovative chocolatier, The Wizards Magic Chocolate, announces its launch on Ocado.  The 1% sugar, vegan friendly, gluten free and high fibre chocolate, which is made in 100% recyclable packaging, has secured its place in the UK’s leading online supermarket following its launch to consumers last year

Founder Charlie Simpson-Daniel says: “We’re delighted to bring our Magic Chocolate to Ocado. We are working with a fantastic buying team and believe that together we can bring our magic chocolate to a discerning audience who value the latest consumer health trends that our chocolate embodies.”

Charlie is aware that other low sugar products hit the market last year but feels they did not deliver on taste or their key selling point with sugar levels often in excess of 30%. The Wizards Magic chocolate will be listed on Ocado from July this year with a price benefit of five for the price of three bars across a mix of his three flavours; original, orange and mint.

Charlie, a former international rugby player, is a successful entrepreneur with a passion for ‘better for you’ foods that deliver unique health benefits but never sacrifice on taste.  With a proven track record in the food industry, his first business venture, Kings Elite Snacks went from a start-up in 2014 to become a market leader before selling to venture capitalist in 2018 for over £20 million. Charlie's vision is for his Magic chocolate to become the category captain in the low sugar chocolate space so mainstream consumers, diabetics, dairy avoiders and the gluten-free have a delicious go to chocolate.  Charlie has assembled a unique team to achieve this which includes his former Kings Elite Snack founders and a team of industry-leading mentors along with the Rugby World Cup Winner, Mike Tindall.

Mike Tindall shares the passion for producing the best and is pleased to be involved.  Mike adds: “Charlie and I go way back in the world of rugby and he has long held a belief that chocolate can retain the flavour without the sugar, gluten and dairy.  It’s a win-win product, and its 100% recyclable packaging fits with the ethos.  I’m thrilled to be involved and look forward to what the future holds.”

Keith Clydesdale, Buying Manager at Ocado, said, “We know that healthier products are high on the list of priorities for many of our customers, and we'd expect this to be a rising trend now that many people are spending much more time at home. This exclusive range of Wizard's Magic Chocolate is an exciting addition to Ocado as the delicious flavours are suitable for a wide range of dietary requirements and, the recyclable packaging makes greener choices easier for our customers.”  

Not sitting back on his laurels, entrepreneur Charlie is already working hard on new chocolate products with his team.  Innovation is at the heart of the ‘Wizards’ brand, with new developments in the pipeline for launch later this year which include The Wizards Immunity Range, a bar of indulgent chocolate infused with essential oils and clinically approved superfoods to support immune systems.  He will also, in 2021, launch a sister brand The Healers CBD Range which is a CBD chocolate in partnership with Lady Chanelle McCoy, the Irish Entrepreneur and former investor on the Irish dragon’s den.

Kate Buckle
Article by Kate Buckle
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