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Helen Kitchen
Deputy Business Editor
1:00 AM 3rd February 2025
business

Yorkshire's Caroboo Lands National Deal With Holland & Barrett

Charlotte Miller, co-founder, Caroboo
Charlotte Miller, co-founder, Caroboo
Leeds-based food brand Caroboo has secured a major national listing with Holland & Barrett, bringing its cocoa-free chocolate alternative to health-conscious consumers across the UK. The deal represents a significant milestone for the challenger brand, which is tapping into the fast-growing demand for caffeine-free and allergen-friendly treats.

Founded by Yorkshire entrepreneurs Charlotte and Darran Miller, Caroboo has quickly carved out a niche in the UK snacking market by replacing cocoa with carob, a naturally sweet Mediterranean plant. Unlike traditional chocolate, Caroboo’s bars contain no caffeine, dairy, or gluten and have 45% less sugar than standard chocolate products.

The listing with Holland & Barrett follows a period of rapid growth for the startup, which launched in 2019 and has already expanded its product range to include Mint, Orange, and Salted Caramel Nutty flavours. The brand has also positioned itself at the forefront of sustainable packaging innovation, using 100% recyclable paper wrappers developed in partnership with EvoPak.

With UK consumers increasingly looking for healthier alternatives, Caroboo is well-placed to capture a growing share of the £1.2bn chocolate market. According to Mintel, 39% of UK coffee drinkers are cutting back on caffeine, while sales of decaf products have surged 60% in the past four years.

Charlotte Miller, Co-founder of Caroboo, said:

"Our mission has always been to create a chocolate alternative that doesn’t compromise on taste, health, or sustainability. Caroboo is for anyone who loves chocolate but wants to avoid the caffeine kick, allergies, or sugar rush. Partnering with Holland & Barrett is an incredible milestone for us and a chance to reach even more consumers looking for guilt-free indulgence."


Caroboo’s journey began in 2017 when the Millers discovered a carob-based snack in Australia and saw an opportunity to bring the concept to the UK. After two years of product development, they launched Caroboo in 2019 and quickly gained traction with independent health food stores and online retailers.

Now, with a nationwide high street listing, the business is positioning itself for further growth. The listing with Holland & Barrett is expected to significantly boost Caroboo’s retail footprint and could pave the way for expansion into major supermarkets and international markets.

With consumers increasingly seeking healthier, sustainable alternatives, Caroboo’s success could signal a shift in the chocolate industry - one where cocoa-free indulgence is no longer a niche offering but a mainstream choice.