Ranked within the top ten of the highest chocolate consuming nations in the world, Australians are confirmed chocolate lovers.

Darrell Lea will provide a sensory overload for customers with the launch of its new-look concept store on Saturday, 17 March at Garden City in Booragoon – just in time for Easter.

According to John Candi, Commercial Manager of Darrell Lea, the new design concept stores embrace the company’s rich heritage and now offer a unique shopper experience, inspired by old-fashioned sweet shops and candy-land fantasy.

The first Darrell Lea concept store in Perth boasts an elaborate “Candelier” Candy Tree fixture, wall-to-wall confectionary stations with arcade signage, an innovative gifting station, inspiring photo montage of the company’s history and opening week specials for shoppers. The revamped store will take customers on a delicious journey that harks back to childhood memories of all things sweet. Surrounded by bright coloured candies, the smell of delicious confectionary and taste testing offerings provide a complete sensory experience for shoppers.

“Chocolate releases endorphins and Darrell Lea continues to harness this emotion by taking customers on an interactive, fun and memorable journey. This year marks Darrell Lea’s 85^th year and it remains important for us to capture the history and integrity of the brand and offer a unique and personalised experience for customers of all ages,” he said.

“At Darrell Lea, we produce over 1.3 million kilos of chocolate each year and with Easter around the corner, we are anticipating a busy start to the refreshed Booragoon store . This new concept store will feature fantastic value for Perth shoppers – like free gift wrapping with purchases over $20 or a spin on our Laughing Clown (Lollea the Clown) to win delicious prizes, just for shopping with us,” John said.

Since 1927, Darrell Lea has been known for producing Australia’s finest silky chocolate treats, mouth-watering liquorice and handcrafted delights. Perfecting secret recipes such as the Rocklea Road to cater for the youth market, and retaining iconic favourites such as the soft eating liquorice, Darrell Lea caters for tastes of all ages. Children will awe in wonder when visiting Darrell Lea Booragoon – able to enjoy sweet taste tests, colourful displays and of course, a spin on “Lollea” the Laughing Clown.

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For further information, image and interview requests, please contact:

Jennifer Keen

Professional Public Relations

P: (08) 9388 0944

M: 0415 651 370

E: Jennfier.Keen@ppr.com.au

Darrell Lea continues to support sustainable and ethical cocoa production

As Australia's largest privately owned confectioner, Darrell Lea prides itself on the quality of its' products - and today that means more than just the taste. Environmentally friendly practices is something our organisation is increasingly passionate about – to fulfill our global responsibility for the preservation and sunstainablity of this industry.

We have recently joined World Cocoa Foundation (WCF) a not for profit organisation founded in 2000, that specifically promotes the social and economic development as well as environmental stewardship in cocoa-growing communities, particular those in West Africa.

The members of WCF consist of over 80% of the World’s chocolate market. Furthermore, Darrell Lea Chocolates’ two major cocoa suppliers are also long with standing members of the WCF.

Darrell Lea and their cocoa suppliers do not support or endorse human trafficking or related cocoa transactions, production or supply that is unethical in nature. Cocoa used by major Darrell Lea cocoa providers is certified by FLO-CERT, the international certification company for Fairtrade (see www.fairtrade.net). Cocoa used with this certification ensures that only Fairtrade-certified manufacturers are engaged with for raw materials for the production of cocoa. Our other cocoa suppliers also produces cocoa that is Rainforest Alliance Certified - where the focus is on ensuring sustainable livelihoods through business practices and consumer behaviour. 

Darrell Lea continues to maintain a close relationship with our cocoa suppliers to ensure that the manufacturing of our chocolate within often labour intensive cocoa farms is also empowering those farmers.

Darrell Lea continues to ensure that their global responsibility for sustainable cocoa production and the empowerment of farmers.

For further information, or interviews, please contact:

Nicki Seaborn Engagement Manager,Darrell Lea

nickis@dlea.com.au

9529 3366 / 0406 384 038

New Look Darrell Lea Store Launches at Campbelltown!

6 December 2011, Sydney Australia – Australia’s favourite confectioner, Darrell Lea, will toast the relaunch of its Campbelltown Macarthur Square store with week-long celebrations for local shoppers, including a special guest appearance by high profile former MasterChef series 1 contestant and media personality, Justine Schofield.

The new look will be unveiled to Campbelltown from Saturday 10 December, kicking off demonstrations over the week, showcasing Darrell Lea’s handcrafted approach to creating its iconic confectionery, free tastings of traditional and new recipes, giveaways including the Christmas Nougat Pudding and limited edition ranges such as the Rum and Raisin Rocklea Road, and extra special in-store offers, including a bonus Cooler Bag with every spend over $20, and great savings on the top selling Assorted Chocolate Carton.

Justine Schofield is set to impress with cooking demonstrations using Darrell Lea’s Batch 37 Liquorice on Monday 12 December. The soft eating liquorice famously featured in Princess Mary’s wedding day menu, and now shoppers can discover how to create their own liquorice inspired treats at home.

Darrell Lea’s Master Confectioner, Mark Tubman, will also showcase Darrell Lea’s artisan approach for creating deliciously crunchy Peanut Brittle on Monday 12, Wednesday 14 and Friday 16 December, with tastings to follow.

The relaunched store is the first of Darrell Lea’s new look stores, designed to bring to life the magic of Darrell Lea’s sweet creations and provide an exciting and engaging shopping experience. A giant candy tree grows from the ceiling, guaranteed to keep the kids enthralled on shopping trips, and traditional arcade signage reflects Darrell Lea’s Australian heritage.

With a fantastic range of gifting options for Christmas and throughout the year, Campbelltown shoppers can now enjoy a personalised gifting service, with build-your-own Gift Bags and free standard wrapping for purchases over $20.

Darrell Lea’s Commercial Manager, John Candi, says “Darrell Lea’s heritage has been synonymous with Australia since 1927, and this particular store has been a part of the community for over 16 years. We’re very proud to bring the first of our new look stores to Campbelltown Macarthur Square, and hope that local shoppers will have as much fun enjoying it as we had creating the design and exciting new experience.”

The schedule of celebrations:

Saturday 10 December - store reopens

• Rocklea Road and Nougat Pudding giveaways all day

• Exclusive In Store promotions and Gift with Purchases over $20

Monday 12 December

• 11am - 1pm: Meet high profile former MasterChef series 1 contestant and media personality, Justine Schofield. Watch a cooking demonstration with Darrell Lea’s Batch 37 Liquorice
• 11am - 2pm: Peanut Brittle demonstration and tasting with Darrell Lea’s Master Confectioner, Mark Tubman

Wednesday 14 December

• 11am - 2pm: Peanut Brittle demonstration and tasting with Darrell Lea’s Master Confectioner, Mark Tubman

• Friday 16 December, 11am - 2pm: Peanut Brittle demonstration and tasting with Darrell Lea’s Master Confectioner, Mark Tubman

Also enjoy delicious product giveaways and special offers all throughout the launch week, only at the new look Darrell Lea store.

Darrell Lea is located at Shop 25B South Mall Macarthur Square. For more information visit www.dlea.com.au or visit Darrell Lea Chocolates on Facebook.

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For further information, high-resolution images or interviews, please contact:

Nicki Seaborn

Engagement Manager, Darrell Lea

nickis@dlea.com.au

9529 3366 / 0406 384 038

NEW Rum & Raisin Rocklea Road hits stores!

Creating sweet magic continues with the latest Darrell Lea Rocklea Road flavour.

Landing in stores this week, Darrell Lea has brought out another innovative edition of their famous Rocklea Road.. delicious Rum & Raisin.

Available in a great 250g share pack, this new innovation to the Rocklea Road category is a limited edition flavour, and made from Chilean Flame Raisins with crunchy rice puffs and Dark Rum flavour, covered in Darrell Lea's infamous milk chocolate.

It's the perfect festive treat to share with family and friends this Christmas. Pick up some limited edition Rum & Raisin Rocklea Road, in stores this week, for only $5.99 a pack.

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For more information, contact Yasmin Goldsmith (02 9529 3366)

In light of Chocolate Week 2011, Junior Masterchef was all about Chocolate and Rocklea Road on Monday.

Darrell Lea Rocklea Road appeared on Junior Masterchef, Channel 10 on Monday 10^th October at 7.30pm.

Darrell Lea was asked to formulate a special Rocklea Road product, specifically designed to hold 20 different ingredients for the Masterchef taste test challenge. The contestants had to identify as many ingredients as possible during a set time.

Darrell Lea is famous for their Rocklea Road and our traditional formulations contains 4 key ingredients – Chocolate (Milk, Dark or White), Marshmallow , Toasted Coconut and Peanuts. At times throughout the year we launch limited edition flavours, which contain extra inclusions. The last limited edition flavour we launched was Caramel Fudge with Peanut Brittle – this product was a huge success! Stay tune for our next exciting flavour which is now in the hands of our manufacturing team planned to hit stores May 2012.

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For more information, please email Yasmin Goldsmith, Yasming@dlea.com.au

As featured in Western Weekender & Penrith Press

From the minute you enter the new look Darrell Lea Penrith store, there is an immediate sense of nostalgia. Since 1927, Darrell Lea has been creating sweet magic for generations of Australians. The distinct aromas and antique signage, as well as new black and white photography displays depicting the original factory, remind us why Darrell Lea is Australia’s favourite confectioner.

As well as the welcoming atmosphere, Darrell Lea Penrith has made it easier for you to find your favourite hand crafted products. Whether you are looking for a gift for someone special or a mid-week treat, the full range is on offer and you’ll find something for everyone.

Come in and see what’s new in your Darrell Lea Penrith store, and be sure to ask for a Taste Test. Take home some famous Rocklea Road, with soft melting marshmallow, enrobed with fine milk chocolate, perfectly roasted coconut and carefully selected peanuts.

The Darrell Lea Penrith store is located on the ground floor of Penrith Plaza near the Riley Street end.

For your chance to sample Darrell Lea’s sweet magic, enter our competition to win one of ten $50 Darrell Lea gift vouchers.

To find out more about Darrell Lea’s delicious range and great gift ideas, visit www.dlea.com.au

Specially designed products by Australia’s favourite confectioner hit BIG W shelves

4 October 2011 – Sydney, Australia: To meet the growing Aussie appetite for Darrell Lea’s renowned, highest quality confectionery, BIG W stores around Australia will start to stock a new and specially designed range of Darrell Lea confectionery products from this week.

Ideal as a gift or for sharing with family and friends, the new range incorporates:

• Larger 600g and 840g chocolate boxes
• Two new versions of Rocklea Road
• Select products from Darrell Lea’s loved and trusted everyday snacking line

Stuart Smith, CEO at Darrell Lea says the partnership with BIG W offers Australians greater choice and convenient access to its products than ever before.

“Australians love their confectionery and since 1927, Darrell Lea has been their trusted choice for the best quality, handcrafted products. By making our products widely available in BIG W, we are giving even more Australians the opportunity to share the sweet Darrell Lea experience with friends and family or as a gift to that someone special,” he continued.

Available in over 165 BIG W stores around Australia, the products are displayed in a dedicated Darrell Lea branded section. All other loved and trusted traditional Darrell Lea lines – including its iconic fresh quality liquorice and Rocklea Road, as well as seasonal and gift-wrapped chocolate boxes – will continue to be available through Darrell Lea stores and select specialty retailers.

The complete new line available through BIG W includes:

For more information on Darrell Lea visit, www.dlea.com.au. For more information on Big W visit, www.bigw.com.au.

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For further information or imagery, please contact DEC Public Relations:

Hannah Ellson or Sarah-Ann Brittain

02 8014 5033 / dlea@decpr.com.au

About Darrell Lea

Darrell Lea was established in 1927 and is privately owned by the Lea family. The company has grown over the years to become Australia’s largest privately owned confectionery manufacturer and retailer, employing over 1000 people. Darrell Lea’s confectioners pride themselves on fresh quality treats including soft eating liquorice and Rocklea Road, just two of the unique products it has perfected since first being introduced in the 1950s.

For more information on Darrell Lea, visit www.dlea.com.au

Batch 37,  Australia’s freshest liquorice

Some say it was a moment of genius, others refer to it as a ‘happy accident’, but whatever the tale, the re-birth of iconic confectionery brand Darrell Lea’s soft-eating liquorice is the stuff of legends.

Darrell Lea’s new Batch 37* liquorice – so named because of its concise 37-day shelf life, making it the freshest liquorice on the market – is now available in Darrell Lea stores and distributors nationwide, offering a melt-in-the-mouth experience that is second to none.

Formerly known as Original Soft Eating Liquorice, Batch 37 was born by accident one night back in 1957 at the Darrell Lea factory.  The recipe was not followed as it should and resulted in the softest liquorice the Lea family had ever produced. 

Darrell Lea CEO, Stuart Smith, said the exact story of Batch 37 remains as enigma but the finished product is the benchmark for liquorice around the world.

“No one knows precisely what happened that night, but one thing is certain – Batch 37 is the freshest, most authentic, and best tasting liquorice on the market.  Based on an original Lea family recipe, it’s something Darrell Lea has perfected over the years and it’s little wonder its popularity has spread beyond Australia to the USA, UK, Canada, South Africa and New Zealand,” Mr Smith said.

Masterchef finalist Justine Schofield has created a selection of Liquorice-inspired recipes to tantalise tastebuds and introduce Batch 37, complete with its new retro-style packaging, to sweet tooths across Australia.

“Batch 37 is set to reignite the love affair many Australians have with liquorice – you’d be surprised at the extraordinary lengths some go to in order to get their fix!” Justine said.  “I’d love people to also experience the joys of cooking with liquorice – it has such a distinctive and delicious flavour and texture and is a surprising, yet delightful addition to a whole range of dishes,” she added.

Darrell Lea Batch 37 Liquorice is available in 300g and 500g varieties, for an RRP of $3.89 and $5.89 respectively.   For more information about Batch 37 or for store locations visit www.dlea.com.au

*Batch 37 was formally known as Original Soft Eating Liquorice and is currently being relaunched, complete with its new name and packaging, across Australia.

About Darrell Lea

Darrell Lea was established in 1927 and is privately owned by the Lea family. The company has grown over the years to become Australia’s largest privately owned confectionery manufacturer and retailer, employing over 1000 people. Darrell Lea’s confectioners pride themselves on fresh quality treats including soft eating liquorice and Rocklea Road, just two of the unique products it has perfected since first being introduced in the 1950s.

ENDS

For further information or high-resolution images please contact:

Sarah-Ann Britain

DEC Communications for Darrell Lea

dlea@decpr.com.au

02 8014 5036

**IMAGERY & TIME LAPSE VIDEO AVAILABLE**

Choc celebrity heads cause a sweet stir for a good cause!
Aussie favourite Darrell Lea backs bilbies in a Father's Day auction with a twist

Embargoed until 9am 2 September 2011, Sydney, Australia: Ever imagined what it would be like to take home one of your favourite celebs? This Father's Day, Darrell Lea is giving Aussies the opportunity to do just that while raising money for the Save the Bilby Fund.

Much loved comedian and 7PM Project presenter, Dave Hughes; TODAY Show host, Karl Stefanovic; and celebrated food critic, MasterChef judge Matt Preston have been immortalised in one-of-a-kind, life-size Darrell Lea chocolate head sculptures. World-champion sculptor, Kenji Ogawa, crafted each head in just two days from 60kg blocks of Darrell Lea chocolate specially created by Darrell Lea's Master Confectioner – Mark Tubman.

Kenji Ogawa, an internationally acclaimed sculptor, whose previous projects include a 10 tonne ice polar bear, said: "Lifelike faces are challenging to sculpt, particularly when it comes to accurately capturing the unique features of an individual. But, it is also highly rewarding and I loved the experience of working with chocolate to create these very unique pieces of art. I did however, have to stop myself from eating the shavings!"

Kenji and Darrell Lea have combined their artisan approaches to craft the heads to raise money for the Save the Bilby Fund. The bilby is one of Australia's most endangered species, with only 600 left in the wild. The chocolate sculptures will be awarded to the highest bidders in an eBay charity auction, with all proceeds going to the Save the Bilby Fund in support of Save the Bilby Day, 11 September 2011.

Scott Rylands from Darrell Lea said, "We've been supporting the Save the Bilby Fund since its inception with sales of chocolate bilbies, which are a very popular treat in store and have raised more than $400,000. This year we wanted to create a stir and raise awareness of this worthwhile cause that is very near and dear to our hearts."

For more information and to bid on your favourite head and raise money for the Save the Bilby Fund please visit, http://www.savethebilbyfund.com For more information on Darrell Lea visit www.dlea.com.au

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For more information, imagery or a time-lapse video of the creation of the sculptures, please contact DEC PR:
Sarah-Ann Britain or Jill Notzon
02 8014 5033 / 0415 477 537 / 0406 063 976
dlea@decpr.com.au

About Darrell Lea
Darrell Lea was established in 1927 and is privately owned by the Lea family. The company has grown over the years to become Australia's largest privately owned confectionery manufacturer and retailer, employing over 1000 people. Darrell Lea's confectioners pride themselves on fresh quality treats including soft eating liquorice and Rocklea Road, just two of the unique products it has perfected since first being introduced in the 1950s.

For more information on Darrell Lea, visit www.dlea.com.au

About Save the Bilby Fund
Save the Bilby Fund was set up by conservationists Frank Manthey and Peter McRae in 1999 to raise money to help put a stop to the steady decline of Australia's bilbies.

Bilbies, or rabbit-eared bandicoots, were common in many different habitats throughout Australia until European settlement. Hunting by dingoes, foxes and feral cats has meant that bilby populations now only occur in the isolated arid and semi-arid areas of Western Australia, Northern Territory and Queensland. It is estimated that there are currently only 600 remaining in the wild.

Save the Bilby Fund supports the three main aims of the National Recovery Plan for bilbies:
• to support research into the biology and ecology of the species to identify the reasons for population and distribution decline
• to direct management efforts towards addressing threatening processes
• to re-establish populations, based on the biological knowledge gained through the research.

For more information on Save the Bilby Fund, visit www.savethebilbyfund.com

About Kenji Ogawa
Kenji is a Japanese born and trained, mad ice sculptor who has been competing and exhibiting since 1986 in countries such as: Japan, China, Alaska, New Zealand, Canada, Norway, Italy, France and Finland. He has also competed in the Lillehammer, Nagano and Torino Winter Olympics and is still competing today.

Since 1990 Kenji has worked on many humanitarian projects such as: the fall of the Berlin wall, Persian Gulf peace message, 50th anniversary of the United Nations, Mahatma Gandhi, WWF and free Tibet. Kenji is passionate about pushing the boundaries with challenging work.

Treat your mum like a queen this Mother’s Day with a Darrell Lea Mum’s Bag®. These delicious gifts are simply bursting with classic favourites, including Original Soft Eating Liquorice, Peppermint Nougat Bar and Milk Chocolate Rocklea Road

1 April 2010, Australia – A mum’s work is never done. These special women work tirelessly throughout the entire year to ensure the happiness and wellbeing of their children and families. Mother’s Day is the perfect chance to let mum know how grateful you are – and what better way to say it than with Darrell Lea! !

Pure indulgence – this beautifully wrapped treasure trove of treats is a sure fire way to make Mother’s Day truly memorable!

The Mum’s Bags will be available from mid-April in the lead up to Mother’s Day on 9th May. This year, the bags come in two sizes: the Original $25 Mum’s Bag® and the new Premium $40 Mum’s Bag

Darrell Lea has also slipped something special into both bags for mum to enjoy! For the first time, the bags will include a $15 eFragrance voucher, redeemable at www.efragrance.com.au, plus the Premium Bag will also feature the I Love You Mum Mini Book that is full of heartfelt messages.

The Original $25 Mum’s Bag Valued at over $40

A firm favourite with all mums, the $25 Mum’s Bag will say everything you want to say and more! The bag includes: Soft Centre Carton (200g), Caramel Snow Bar (50g), Peppermint Nougat Bar (40g), Milk Chocolate Rocklea Road (145g), Original Soft Eating Liquorice (300g), Milk Choc Peanuts (145g) and a $15 eFragrance voucher.

The Original $25 Mum’s Bag Valued at over $40 A firm favourite with all mums, the $25 Mum’s Bag will say everything you want to say and more! The bag includes: Soft Centre Carton (200g), Caramel Snow Bar (50g), Peppermint Nougat Bar (40g), Milk Chocolate Rocklea Road (145g), Original Soft Eating Liquorice (300g), Milk Choc Peanuts (145g) and a $15 eFragrance voucher.

The Premium $40 Mum’s Bag

Valued at over $60

For those wanting to spend a little more on Mum this year, Darrell Lea now offers a beautiful premium style silver foiled bag filled with all of their Darrell Lea favourites.

The bag includes:

Chocolate Praline Shells Box (260g), Caramel Snow Bar (50g), Milk Chocolate Rocklea Road (145g), Original Soft Eating Liquorice (300g), Dark Choc Peanuts (145g), Choc Orange Balls (130g), Strawberry Liquorice (300g), ‘I Love You Mum’ Mini Book and a $15 eFragrance voucher

Full Range of Darrell Lea Mother’s Day Gifts

1. Original Mum’s Bag, $25.00

2. Premium Mum’s Bag, $40.00

3. Chocolate Praline Shells Box, 260g, $14.99

4. Assorted Chocolate Heart Box, 150g, $12.99

5. Assorted &Traditional Chocolate Boxes, 250g, $16.99

6. Soft & Hard Centre Chocolate Boxes, 250g, $16.99

7. Milk and Dark Chocolate Boxes, 375g, $16.99

8. Traditional Creams Chocolate Box, 375g, $19.99

9. Small Red Foiled Hearts, 8g, $0.59

10. Red Foiled Heart, 30g, $1.49

11. Heart Tin with 5 Chocolate foiled hearts, 60g, $4.99

12. Striped Noodle Box containing Pick ‘n Mix, 200g, $9.00

Lisa Knox / Natalie Payne

DEC for Darrell Lea

lisa@deccommunications.com.au / natalie@deccommunications.com.au