DeliveryRank Interview with Rimi, Founder of LoveRaw
LoveRaw is a plant-based food company that has gained popularity for its delicious vegan chocolate treats. Since its inception, the company has been committed to producing high-quality vegan products that are free from artificial additives and preservatives. LoveRaw aims to challenge the notion that vegan food lacks flavor and indulgence by creating decadent chocolate bars that cater to all chocolate lovers. With a focus on transparency and using only the best natural ingredients, LoveRaw's mission is to provide tasty vegan treats that are guilt-free and satisfying. Rimi Thapar, Co-Founder of LoveRaw, shares her insights with DeliveryRank.
Can you tell us about LoveRaw and what inspired the founding of the company?
Manav and I launched LoveRaw as a husband and wife team in 2013 with a budget of just £600 and an ambition to make plant-based chocolate that tasted even better than traditional chocolate - but with sustainable and ethical ingredients.
The inspiration for the brand came from the challenges that Manav and I encountered when we were living a vegan lifestyle. LoveRaw was created to provide plant-based products that are so delicious that they can be enjoyed by everyone, whether they are plant-based or not, removing the stigma by proving that vegan food can taste even better than its traditional counterparts.
Along the way we’ve turned down an offer in Dragons’ Den and stuck to our principles of ‘chocolate first, vegan second’. The strategy has paid dividends - LoveRaw is now the fastest-growing plant-based chocolate brand and is stocked by major high-street and online retailers. The LoveRaw range is available at Tesco, ASDA, Waitrose, Co-op, Whole Foods Market and a number of independents.
LoveRaw offers a range of vegan chocolate products. Can you speak to the company's approach to creating delicious, high-quality vegan chocolate?
As a plant-based chocolate company, our product range is made using only the best quality ingredients, which, crucially, are all free from palm oil and artificial ingredients.
We use mainly rice and oat powder to create that creaminess associated with milk chocolate and we source our cocoa from Columbia.
How does LoveRaw work to ensure that its chocolate products are both ethically and sustainably sourced?
Our mission is to make the best-tasting plant-based chocolate – while operating as a responsible business, which is hugely important to us and the team – and it’s important to consumers too.
We are really proud to have achieved B Corp certification thanks to our commitment to doing business responsibly. We only work with ethical suppliers and champions high welfare practices across the cocoa value chain.
What are some of the biggest misconceptions or challenges you have faced in marketing vegan chocolate, and how have you worked to overcome them?
There is a common misconception that vegan chocolate doesn’t taste good, and that is a key message we are aiming to change. Just because it’s vegan, doesn’t mean taste should be held back.
The term ‘vegan’ can have negative connotations sometimes too, and consumers may think that they can’t buy into vegan products as they don’t follow a plant-based diet themselves, however, LoveRaw is here as a sustainable, delicious alternative for anyone who loves chocolate and targeting flexitarians is a key focus within our marketing strategy.
What new products or initiatives can customers expect to see from LoveRaw in the future?
We have the brand new Peanut Caramel Bar coming to LoveRaw.com on Friday 28th April, reminiscent of yet another heritage favourite and we’re super excited for its launch to market.
It doesn’t stop there though, expect to see more products join the LoveRaw range in 2023 - keep an eye on our socials @loveraw for our latest product news.
