Firetree chocolate – the UK’s new super-premium chocolate brand

Firetree chocolate – ‘Redefining Taste’ with a smooth, rich dark chocolate, which is also dairy-free and vegan-friendly

Earlier this month, Firetree, the UK’s new super-premium chocolate brand, announced the launch of its single-estate, volcanic chocolate range. The superior tasting cocoa beans are sourced from small, island estates in the ‘Pacific Ring of Fire’ and Madagascar, where the volcanic terroirs produce cocoa beans with natural flavours that change, develop, and linger on the palate with a sophisticated taste. For chocolate connoisseurs, Firetree chocolate is akin to tasting fine wines, single malt whiskies, champagnes, Cognacs, and premium, artisan coffees.

Firetree chocolate – The ‘fire tree’

On the remote, volcanic islands, the cacao tree or “firetree,” is immediately identifiable with its flame-hued pods, bright yellow, orange, and red is symbolic of nature’s flames. It is in the uniquely rich, porous, volcanic soil that the firetree thrives and produces beans of the highest calibre. The cocoa beans are expertly selected by Firetree farmers and masterfully crafted by skilful chocolatiers to enhance, develop, and bend the taste and create a smooth, rich chocolate, which is distinct in its depth and complexity, whilst also being dairy-free and vegan-friendly. The good farming practices and craft manufacturing process includes fermentation, the drying process in the tropical sun, whole bean roasting in the shell to lock in the flavour, and slow conching.

Firetree chocolate, the UK’s new super premium chocolate brand cocoa beans

Firetree chocolate – Social responsibility

Firetree works closely and directly with all their farmers to ensure the best, sustainable agricultural practice. They take social responsibility seriously to ensure that the farmers are paid a significant premium, appropriate to the quality of the beans, necessary to support their families and invest in their business.

Firetree chocolate – The Founders

Firetree was founded in 2017 by David Zulman, Martyn O’Dare, and Aidan Bishop who have unique experience and pedigree in the chocolate market. Due to the founders’ wealth of experience in cocoa processing, chocolate manufacture, chocolate knowledge and passion, their ambition is to create depth to the tasting experience by educating their audience, building their knowledge and appreciation of chocolate. They are committed to producing first-class tasting chocolate with the best inherent flavours and aromas on the market, as well as bringing a sense of wonder and discovery back into chocolate.

Firetree chocolate, the UK’s new super premium chocolate brand chocolate bar

“We are delighted to be part of Taste of London this year and looking forward to launching our range of exceptional and one-of-a-kind volcanic, single-estate chocolate. The cocoa beans are from far-flung Pacific islands and Madagascar, and the chocolate is dairy free and vegan friendly. We’ve put great effort into redefining, enhancing, and bending the conventional taste as we know it, and creating a smooth, rich and unique tasting experience, which is distinct in its depth and complexity.”

Founder and Managing Director, David Zulman

Firetree chocolate – The range

The natural range is made up of seven 65g bars and contains no additives or flavourings. They are dairy free, suitable for vegans and lactose intolerant people, as well as being halal and kosher certified. The chocolate is produced in a nut-free factory using only cocoa beans, cocoa butter, un-refined cane sugar and sunflower lecithin.

Firetree chocolate, the UK’s new super premium chocolate brand Madagascar Sambirano Valley 84%
Firetree chocolate, the UK’s new super premium chocolate brand Solomon Islands Guadalcanal 69%

The packaging is distinctive with seven unique artworks by Berlin-based artist Andreas Fischer to differentiate and represent each of the flavour profiles, for example plum, citrus, truffle, and honey. Each artwork represents the taste nuances of each profile using colour, texture and semiotics.

Firetree chcolate, the UK’s new super premium chocolate brand Vanuatu Malekula Island 72%

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