A new British range of vegan chocolate products called ‘Enjoy!’ has launched in the UK, with the backing of two former directors of Thorntons.

Founded by Chris Crutchley (who himself struggled with intolerances to dozens of types of food which prevented him from eating chocolate) after four years of development, the products include the UK’s first vegan caramel-filled bars and vegan caramel-filled buttons.

Produced at a factory in Hampshire, the base recipe contains just three organic ingredients – cacao powder, cacao butter, and coconut sugar. The range offers 26 products, all of which are free from the 14 main allergens, are organic, suitable for vegans, and contain no refined sugar.

Crutchley noted: “For my whole life I have loved chocolate, but my body isn’t able to tolerate the allergens in most bars so I missed out for a number of years. None of the free from alternatives came anywhere near to hitting the spot taste-wise so I started experimenting with my own recipes in our kitchen at home using organic, raw and natural ingredients.”

Investor Hannah Legg, former marketing director at Thorntons and now sales and marketing director at Enjoy!, added: “It was clear from day one that Chris had created something very special and I’m delighted to be working with him to help shape what the future looks like. The brand is a major transformation, our ambition is huge and we’re already in discussions with some of the best names in retail who are keen to sell our products.”