Cadbury invites plant based sceptics to eat their words as it opens the world’s first “Mean Tweetshop”

Challenging the scepticism we often see towards plant-based alternatives, Cadbury has opened the world’s first Mean Tweetshop in Soho, London; a one of a kind ‘sweet’ shop that is striving to turn plant-based hate from social media into plant-based love in the form of delicious Cadbury Plant Bar chocolate.

Scouring thousands of negative plant-based social media posts, each plant bar in the Mean Tweetshop has been wrapped in limited edition packaging featuring a negative post towards plant-based products shared by a sceptic online. With shelves fully stocked with thousands of these bars, the Mean Tweetshop invites plant-based and vegan product naysayers to pay a visit and, quite literally, eat their words. Cadbury hopes that sceptics who trial the bar will change their negative opinions and uncover their love for great tasting plant-based alternatives.

Opening its doors today (22nd March) from 12-6pm, the Mean Tweetshop is stocked entirely with Cadbury Plant Bars in two delicious flavours. Visitors will be able to take away one bar* of Cadbury Plant Bar Smooth Chocolate or Cadbury Plant Bar Smooth Chocolate with Salted Caramel pieces, each wrapper emblazoned with a negative social media post about plant-based products so visitors can help turn plant-based hate into love in one tasty bite.

With research showing that chocolate is the most missed by those adopting a plant-based diet, [1] the Cadbury Mean Tweetshop arrives as flexitarianism continues to gain popularity in the UK. The UK was the most popular country for vegans on Google Trends and “vegan food near me” experienced more than a 5,000-percent increase in 2021.[2] Veganism is also growing in popularity amongst Brits with YouGov revealing that over a third of people in the UK are now interested in becoming vegan.[3]

Michael Moore, Marketing Manager at Cadbury, said: “The Mean Tweetshop is a true celebration of Cadbury Plant Bar and we feel that this is a chocolate that anyone can enjoy, including the sceptics. We hope that some of those who have been quick to judge plant-based products are brave enough to come down and try one for themselves, they really are that good!”

Ericka Durgahee, Marketing Manager at The Vegan Society said: “With 2022 well on its way, it’s fair to say that the image of veganism is undergoing the most radical change in its history. It’s no longer portrayed as an unusual lifestyle, it’s easy and accessible and many people now incorporate vegan options in their everyday choices. With iconic brands like Cadbury unveiling products like the Plant Bar, there has never been a better time to try a plant-based or flexitarian lifestyle.”

The Mean Tweet Shop is open to the public 12pm - 6pm from Tuesday 22nd March until Saturday 26th March and 12pm – 4pm on Sunday 27th March 2022, and is located at 15 Bateman Street in Soho, London.