Search

Celebrity following helps Norfolk-based Booja Booja chocolate to grow

06:00 09 March 2016

David Abbott (Managing Director) and Louise Truswell (Marketing Communications Manager). Picture: Kady Wong

David Abbott (Managing Director) and Louise Truswell (Marketing Communications Manager). Picture: Kady Wong

Archant

A growing celebrity following has helped a Norfolk chocolate brand extend its reach over social media and achieve 25pc growth.

Tom Fletcher from McFly is a fan of Booja Booja. Picture: Tom Fletcher/InstagramTom Fletcher from McFly is a fan of Booja Booja. Picture: Tom Fletcher/Instagram

Booja Booja, based in Brooke, south east of Norwich, manufacturers organic truffles and ice creams which are sold in health food stores, selected supermarkets and high-end shops Selfridges and Harvey Nichols.

Launched 16 years ago by Colin Mace, the brand now employs 35 people at its factory and is growing 25pc year on year.

Instagram “shout-outs” from celebrities such as Ellie Goulding, Nigella Lawson and Tom Fletcher – from boy-band McFly – have sparked further growth, according to marketing and communications manager Louise Truswell. “If Tom Fletcher takes a cute photo with our product there can be a thousand or more people liking it,” she said.

While a celebrity following extends the reach of Booja Booja, managing director David Abbott, who joined the company four years ago, said it was not about fast growth at any cost.

Truffles at Booja Booja. Picture: SubmittedTruffles at Booja Booja. Picture: Submitted

“It’s about getting people to understand our value and products,” he said.

That is why the firm is selective about which supermarkets stock the product. It is not available in Tesco or Asda, and only recently in Sainsbury’s. And it is not seeking outside investment, choosing instead to grow organically. “We are growing at a rate we can accommodate,” 
said Mr Abbott. “We don’t want to 
be dictated to by supermarkets.” 
But the firm is still ambitious. Mr Abbott said: “The health food market is growing at a dramatic rate. Steadily it’s become more of a lifestyle.”

A £150,000 investment last year extended the firm’s home in Brooke Industrial Estate.

About 25pc of the 100,000 units sold each month are exported through a German-based sister company. Chocolate is imported from the Dominican Republic and Ecuador, before it is blended with organic ingredients from 12 countries.

Do you have a business success story? Email sabah.meddings@archant.co.uk

Search hundreds of local jobs at Jobs24

0 comments

Welcome , please leave your message below.

Optional - JPG files only
Optional - MP3 files only
Optional - 3GP, AVI, MOV, MPG or WMV files
Comments

Please log in to leave a comment and share your views with other Eastern Daily Press visitors.

We enable people to post comments with the aim of encouraging open debate.

Only people who register and sign up to our terms and conditions can post comments. These terms and conditions explain our house rules and legal guidelines.

Comments are not edited by Eastern Daily Press staff prior to publication but may be automatically filtered.

If you have a complaint about a comment please contact us by clicking on the Report This Comment button next to the comment.

Not a member yet?

Register to create your own unique Eastern Daily Press account for free.

Signing up is free, quick and easy and offers you the chance to add comments, personalise the site with local information picked just for you, and more.

Sign up now

HOT JOBS

Show Job Lists

Insight

Construction workers at work. Picture: Jonathan Brady/PA Wire

A construction sector already struggling to meet rising housing demand has been dealt a further blow – after slipping into recession for the first time in four years.

Pay among FTSE100 chiefs rose by 10pc in 2015. Picture: Chris Radburn/PA Wire

It seems that wages only ever go in one direction - at least for those at the top.

Green 100

cover

Enjoy the Green 100
digital edition

Read

Mustard TV

Meet the Team

Mark Shields

Business Editor

|

Chris Hill

Agricultural and Farming Editor

|

Business Most Read

Awards

Norfolk Future 50 EDP Business Awards Green 100

Business Most Commented

Newsletter Sign Up