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Fair-trade organic chocolate for children, designed by Norfolk artist Jo Malone.

PUBLISHED: 16:14 14 April 2010 | UPDATED: 11:47 28 February 2013

Fair-trade organic chocolate for children, designed by Norfolk artist Jo Malone.

Fair-trade organic chocolate for children, designed by Norfolk artist Jo Malone.

Choc-full of fun. Fluttering fairies and friendly pirates adorn a fresh range of fair-trade and organic chocolate for children, inspired by sweet-toothed Norfolk artist who just can't wait for Easter. Jo Malone meets Lucy Clibbon.

Choc-full of fun

Fluttering fairies and friendly pirates adorn a fresh range of fair-trade and organic chocolate for children, inspired by a sweet-toothed Norfolk artist, Jo Malone.

Theres something rather exciting about an otherwise mundane trip to the supermarket for Norfolk artist Lucy Loveheart spotting her chocolate on the shelves!

Lucy (aka Lucy Clibbon) loved for her charming mixed-media art, full of magic, fairytales and usually a fair amount of glitter and sparkly stars joined designer David Rogers to create My World Chocolate, a good quality, fair-trade, organic chocolate for children and the young at heart.
The chocolate itself is made by Devon-based Brownes and, with packaging as much of it recyclable as possible created by David, Lucy designs the artwork.

There are two main lines, the fairy for lovers of everything pink and sparkly, and the pirate inspired by David Jolly Rogers, who has a second home (and a beach hut) in Norfolk. That means pirate and fairy buttons, mini chocolate bars and little button packets for lunchboxes.
I love chocolate and it is wonderful to be able to do something like this. We both feel strongly about organic and fair-trade and this is a passion for us, says Lucy.

It is very good quality and tasty chocolate. We are trying to encourage children to savour the moment and the flavour, making a wish when they have some, and appreciating it, not just wolfing it down, adds Lucy, who works from her cottage in north Norfolk.

Consequently theres a world of fun based around the pirate and fairy, with party ideas, games to play and lots of stories on the My World website, featuring characters Boo and Belle, and illustrations by Lucy.

The ethos behind the brand is clearly explained to children too, with brightly-coloured pictures and explanations about fair-trade and ethically-sourced organic ingredients. Launched less than 18 months ago and now sold in independent stores and Waitrose, with plans to expand distribution further, My Worlds Easter plans include large pirate and fairy eggs with attractive but not abundant packaging.

As much of the packaging as possible is made from recycled paper. I love Easter and I hope people will really like our eggs, says Lucy, adding that they were working on a chocolate range for mums and dads too. Personally I love chocolate. Its like a little reward when I am working.
Shes a busy artist too; besides taking on private commissions, she has a major collection of cards, prints, wrapping paper and ceramics, a series of childrens books and a range of mermaid, fairy and Loveheart products for Boots.

My World stockists include Waitrose, Big Blue Sky at Wells and Salle Organics. More information at and

Chocolatiers in Norfolk include:

The Norfolk Truffle Company
Park Farm, High Green
Brooke, Norwich
01508 550325
Luxurious, high-quality, hand-made truffles, with a full range including those with or without alcohol, milk, dark or white chocolate. For Easter, how about strawberries and cream, white stem ginger, champagne or bucks fizz, or maybe maple pecan, coconut and cherry or, to add a kick to spring, dark chilli flavoured truffles?

Saffire Handmade Chocolates
1 Waterloo Road, Norwich
01603 483400
Natural ingredients, organic and locally sourced when possible without additives, preservatives or colourings are the basis of these gourmet chocolates with flavours such as Norfolk lavender, peanut crunch honey and mead and English tea.
Chocolate boxes yes, made of chocolate are fun for Easter, or how about Russian dolls made from chocolate, or standing Easter eggs where even the stand is made from thick chocolate.

Booja-Booja Company
Howe Pit, Brooke, Norwich
01508 558888
Well-established as award-winning makers of organic chocolate truffles, the chocolatiers create everything from ginger wine truffles with stem ginger pieces and espresso truffles to cognac flambd banana truffles. The range is suitable for vegans or those following a dairy or wheat free diet, and for Easter this year there are new designs of the unique hand-painted, velvet-lined eggs containing a dozen champagne truffles.

The Chocolate Deli
Guild Street,
Little Walsingham, Fakenham
01328 820100
Theres a complete chocolate experience here, with cupcakes and lollies, favours and chocolaty nibbles hand-made in the shop. Try banana chocolate bars, or cardamom, pink peppercorn or orange and banana bars or, for Easter, ask for a personalised thick chocolate plaque decorated with words of your choice.

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