Vegan confectionery firm LoveRaw has launched what it claims is the world’s first vegan hazelnut cream filled wafer bar in the UK.

LoveRaw’s Cre&m Filled Wafer Bars are coated in a layer of the brand’s proprietary M:lk chocolate and features two individually wrapped wafers per pack.

The new product joins the brand’s 100% vegan line up of milk chocolate bars and chocolate butter cups. Its entire portfolio contains no artificial ingredients, no palm oil and no dairy.

“As with all new product launches, we did have to jump through some hoops – the biggest being that the Cre&m Filled Wafer Bar had to taste like “chocolate chocolate” and not compromise on flavour,” said Manav Thapar, managing director of LoveRaw.

LoveRaw’s vegan wafer bar marks the first product to be launched on its online store. According to the brand, a shift in consumer behaviour amid Covid-19 led to the creation of a new ecommerce strategy in addition to its retail presence.

Rimi Thapar, co-founder and CEO of LoveRaw, added: “As a result of the lockdown restrictions, we have seen a huge shift in consumer shopping habits, with more people buying online than ever before. For this reason, we wanted to ensure our products are fully accessible to our customers through the launch of our own online store and have received an excellent response with direct sales up almost 800% YOY.

“We are, therefore, incredibly excited about the launch of our own vegan take on a classic chocolate treat and look forward to bringing it to market via our online store and through new and existing retail partnerships.”

The wafers are sealed in LoveRaw’s rebranded packaging, following a “seven-figure investment” from Blue Horizon Ventures.

LoveRaw’s new Cre&m Filled Wafer Bars are available to purchase online for an RRP of £1.69, with plans to be stocked in Holland & Barrett and Waitrose later this year.

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