Since arriving on Campbell’s sweet shelves, 80Noir Ultra chocolate has been getting a fantastic response from customers. Naturally we wanted to know more so we caught up with founder Carole Armitage for a quick Q&A to hear about her background and the story behind this unique Yorkshire chocolate brand. |
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What first led you to explore the biochemical and emotional impact of high-quality dark chocolate? I’ve lived in the world of chocolate for many years, and what fascinated me most was how differently people felt after drinking or eating high-quality dark chocolate compared to conventional confectionery. The combination of cacao’s natural compounds, magnesium, theobromine, polyphenols and its sensory depth creates something far more than a sweet treat. It can feel grounding, uplifting and even calming when formulated correctly. I became curious about how chocolate could move from indulgence to intentional daily ritual, something supportive rather than excessive. What separates exceptional dark chocolate from the average bar? Exceptional dark chocolate starts with cacao quality and respect for flavour. Many mass-market products prioritise sweetness and uniformity. High-quality chocolate prioritises bean origin, fermentation, roasting profile and balance. For me, it’s about depth without bitterness, richness without heaviness and sweetness that supports rather than dominates. When crafted properly, dark chocolate has layers fruit, floral notes, warmth not just sugar. |
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Why are lower-sugar, high-cocoa formulations important to you? Sugar has come to dominate the confectionery aisle. I wanted to create something that felt indulgent but didn’t spike and crash energy levels.Higher cocoa content allows the complexity of the cacao to shine. By carefully balancing formulation, you can retain smoothness and pleasure without excessive sweetness. It’s about intelligent indulgence, something you can enjoy regularly, not just occasionally. How does your cross-disciplinary background influence your chocolate? My background in personal training, wellness writing and flavour development means I look at chocolate through multiple lenses, physiology, psychology and sensory experience.I’m interested in how something tastes, but also how it feels in the body and how it fits into someone’s daily routine. That’s why 80Noir Ultra is positioned as a ritual, not just a product. |
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How should customers taste 80 Noir Ultra? Slowly. Savour it and let the moment be held. Notice the aroma before you taste it. Pay attention to the texture and how the flavour evolves across the palate. Dark chocolate reveals itself gradually, it’s less about sweetness and more about depth and with that comes the calm and relaxation where you truly feel hugged from within. When enjoyed mindfully, it becomes something far more satisfying than a quick sugar hit. |
| Discover the full range of 80Noir Ultra in store today. |
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