Seattle, WA – After more than 30 years as
a beloved name in ethical chocolate, Seattle Chocolate is embracing an exciting
transformation into Maeve – a bold,
joyful brand that embodies imagination, flavor, and impact. While the name is
new, Maeve remains deeply committed to its core mission: empowering women, supporting cocoa farmers, and crafting
deliciously fun chocolate.
The transformation began as a
conversation between Seattle Chocolate Owner and CEO Jean Thompson and her
daughter and Seattle Chocolate Brand Manager Ellie Thompson – a shared vision
to expand beyond Seattle while staying true to the company’s roots. What
started as an idea quickly became a reality, as the duo realized the potential
of their small-but-mighty chocolate brand to resonate with a new generation of
chocolate lovers nationwide.
Inspired by the legendary Irish warrior
queen, Maeve represents strength, boldness, and a fearless approach to
chocolate. The rebrand gives consumers a chocolate experience that is ethical,
delicious, and fun.
“Maeve represents everything we’ve
always stood for—transparency, joy, and making a meaningful impact through
chocolate,” says Jean Thompson, Owner and CEO of Seattle Chocolate Company.
“Maeve isn’t just a new name; it’s a
new energy. We’re bringing excitement to chocolate in a way that feels fresh,
imaginative, and fun,” says Ellie Thompson, Maeve Brand Manager. “We have
always believed that a little treat can have a big impact, and with Maeve,
we’re making that impact bigger than ever.”
To bring Maeve to life, the brand
partnered with independent brand and packaging studio, Young Jerks
creating a whimsical world of imagination and flavor. Inspired by quirky
characters like Greg Glitter, Cheryl the Forest Nymph, and Pinkbeard the
Pirate, Maeve’s creations invite consumers to experience conscientious, craft
chocolate light-heartedly and transport them to otherworldly realms where every
treat is a delightful journey.
“We wanted to redefine what a premium
chocolate company can be,” says Dan Cassaro and Dan Christofferson, partners
and Creative Directors of Young Jerks. “Big silly ideas, immersive visual
storytelling, and copy that speaks in a tone usually reserved for your close
friends.”
At the heart of Maeve is a commitment to
sourcing chocolate responsibly and supporting the farmers who grow it. The
company directly sources from farmers in Ghana, Peru, Tanzania, and the
Dominican Republic ensuring fair pay and long-term sustainability. Where direct
sourcing isn”t available, Maeve proudly sources Rainforest Alliance Certified
cocoa. Knowing chocolate can make a difference, 10% of Maeve’s net profits fund
projects to improve the lives of cocoa farmers – from digging wells for fresh
water, to funding savings and loan programs, planting seedlings to protect the
future of cocoa, and more.
Since its founding in 1991, Seattle Chocolate
has been known for its signature melt-in-your-mouth Truffle Bars and Bonbons.
Now, with Maeve, the brand is inviting consumers to experience a dazzling array
of fun flavors in vibrant packaging. Creamy and crunchy, sweet and salty bliss,
blackberries and rich dark chocolate slow-dancing in the moonlight…and that’s
just the beginning. Maeve’s Dark Chocolate Medley and Maeve Loves You Bonbon
box were recently announced as finalists for the 2025 NEXTY Awards for the
Planet-Forward Product and Sweet Snacks and Desserts categories.
Maeve’s delectable Truffle Bars in
flavors like Magical Mint, San Juan Salted Toffee, Nutbutter Pretzel ($6.50),
and Bonbons in Creme Brulee Crackle, Pink Bubbly, Blackberry Bramble and more
(starting at $14.50 per bunch) are available to shop online at maevechocolate.com
and soon at retailers nationwide, including World Market and Sprouts Farmers
Market.
For more information, meet Maeve at maevechocolate.com or follow along on @maevechocolate.
