Kids with Dubble and Football

From the start Dubble was so much more than a rather delicious chocolate bar – it was an idea developed and grown by the young people who had demanded their own way to support Fairtrade. A fan club of Dubble Agents started to grow, whose passion for changing the world chunk by chunk knew no bounds. Amongst the some 50,000 signed up agents here are just a few of messages they posted …

Mission Possible shopDubble in the shop

“I couldn't believe that cocoa farmers didn't get paid fairly for all the work they do, but now I do I have been doing my very hardest to help people understand what Fairtrade chocolate is and why it's better. I told my head teacher about Fairtrade and he's now helping me to make an assembly in the far future about Fairtrade chocolate to spread the word in my school! ”Agent Jimbolimboboy

“I had always loved chocolate and when I found out about Dubble chocolate I joined straight away. Now as I am part of the school council in my school, I am putting up posters everywhere to encourage people to buy Fairtrade products and I have managed to persuade my teacher to do a few lessons on Fairtrade. I take the matter of Fairtrade very seriously. GO DUBBLE CHOC BARS!” Agent Chocoluva

“We have been doing fair trade at my school and i did a talk about dubble chocolate and told everyone to become a member and at least half of my class have told me they have joined!” Agent ilovetwinks

Dream TeamStepnen and Joyceline with Dubble


New Korforidua

Together with our partners Comic Relief, we at Divine Chocolate surveyed young people across the land and discovered an appetite to spend their pocket money on a treat that would really make a positive difference to the lives farmers in Africa…. So we set a challenge (announced on BBC TV) – if there was a Fairtrade chocolate bar especially for kids, what would it be & what would it look like?…..16,000 amazing entries later, the idea for Dubble was born…

Ade and Dubble Medal

Ade Adepitan with Dubble medal and Comfort with her Red Nose

"Comic Relief had been supporting development of the Kuapa Kokoo farmers' cooperative for some years when they came up with the idea of setting up their own chocolate company in the UK. Comic Relief aims to find answers to poverty in Africa - and here was a powerful new model - an opportunity for smallscale African farmers to benefit from the wealth they indirectly create.  We got behind Divine Chocolate and then in 2000 launched a new kids' brand, Dubble, with them - to create a vehicle to reach young people with the Fairtrade message.  We have really valued that relationship and would like to acknowledge the amazing passion, resourcefulness and persistence that has made the company the success it is today."

Richard Curtis, screenwriter, director and co-founder of Comic Relief

When we helped launch Dubble back in 2000, I remember dreaming of a day when fairly traded chocolate would be the norm and a bar like Dubble would no longer be necessary.  Incredibly, with 21% of the chocolate market now Fairtrade certified, that day has come.  The ambition for Dubble was for it to be part of a wider programme to raise awareness of fair trade among young people in order to shape the commercial market and we are very proud of what it has achieved. 

Kevin Cahill, Chief Executive, Comic Relief 2014

scrumdidly ha ha bar14 years ago a young girl called Gracie Hadley won the competition to design a new kind of chocolate bar for kids. Dubble was born, and Grace's prize changed her life...Here she tells her own Dubble story.

I entered the competition to design the chocolate bar during a period of great upheaval. I was busy doing lots of arts and crafts projects because I loved being creative and me and my Mum were having difficulty finding housing so it took my mind off all kinds of things. We were about to become homeless when I entered the competition and we were living in temporary housing when we went to Ghana and saw the beginning of the chocolate production chain. Though me and my Mum were downhearted, the spirit and warmth of the Ghanaian people and the contrast between the way of life there and here again, shifted my whole perspective about life. I realised how lucky I was to even eat chocolate like Dubble and Divine once in my life- let alone habitually. The people who accompanied us from Comic Relief were also so encouraging and lovely that it lifted my spirits for a long time and contributed to my confidence.

Dubble bars are fun and delicious- the best kind of combination! When I won the competition and the prize to go to Ghana, we tried filming bits of my experiences with a cameraman who had come from the BBC. I distinctly remember trying to eat one on camera in an open square in Ghana. Not being trained for TV (I think I was 10) I found the whole experience fairly intimidating but I remember laughing when half the chocolate had melted and ended up all over my hands and ran up my arm. Seeing the work involved in growing and harvesting cocoa- in that kind of heat- changed my mind about food forever. If even half the children growing up in the UK could be made aware of the kind of effort (again, I think of the heat!!) and the kind of pay that people receive for growing crops, then I think all sorts of things would change.


Grace Hadley is now 25 and working at the Cambridge Arts Theatre where we caught up with her all these years later. It was lovely to meet her, and she said:

It is so lovely to hear from you, though sad to hear that Dubble is being discontinued. I completely understand that the market has changed and it is incredible to think how mainstream Fairtrade chocolate and other products have become in collective consumer awareness over the course of my life. I think the Divine brand is extremely strong, I personally love the whole range, as do our customers at the theatre. We were selling Dubble to children last week who came to see ‘Tom’s Midnight Garden’. I still get a Divine advent calendar each year from my Mum (I’m aged 25 now). I imagine that lots of other children and young people like me have grown up with an awareness of Fairtrade thanks to your hard work and have gained an appreciation of your fantastic products.

We have a winner! Meet ‘Choc Star the Rock Star’ (AKA Daniel) – a Dubble Agent on a mission for Fairtrade. Read his superstar winning biography below:

“I would be 'Choc Star' the Rock star, and I would be famous all around the world for singing about Fair Trade chocolate! I would tell all children (and grown-ups!) everywhere about how important it is to buy fair trade and to help others.  And if I got really famous then I would give all my proceeds from my Rock Star album sales to a charity like Oxfam.”

Daniel spent World Fairtrade day chomping on Dubble Fairtrade Chocolate and having his photos taken for the Pa Pa Paa pack in Oxfam’s flagship Islington store.

Daniel, 8, has been a Dubble Agent for years. He explained how Dubble had first introduced him to Fairtrade “I first found the games and competitions on the Dubble website, and then looked around the site. I was shocked to learn how cocoa farmers in Ghana were treated and signed up as a Dubble Agent as a way to help change things for the better.”

His mum, Rebecca, also commented that Dubble had helped Daniel and his brother make their own decisions about how they spent their pocket money.“After being introduced to Dubble, Fairtrade definitely became a priority!”

After the photoshoot Daniel and his family, headed off for a Rainforest experience of their own. Not in Ghana unfortunately, but in The Rainforest Caféin London’s West End.

“I’ve been so excited about today. My favourite part was definitely getting to eat the chocolate!”

Rainforest CafeDaniel in the Rainforest Cafe

A whipple-scrumptious Easter experience awaits you at Kew Gardens! Celebrate 50 years of Charlie Bucket and Willy Wonka and enjoy FREE Dubble Easter Eggs atCharlie’s Chocolate Adventure this Easter weekend.

Dubble Easter Eggs at Kew Gardens