There remains an air of mystery around the brand—likely by design, courtesy of creative agency Mustard, which manages the account. Key details such as the cocoa’s origin and the chocolate’s production location remain undisclosed, prompting some to question whether Oumé is a chocolate brand at all.
Up to this point, the marketing strategy has centred around the brand itself, founded by former professional footballer Salomon Kalou and his wife, ex-catwalk model Karina Ferreira.
It’s been an effective approach—but at LCF, the product finally took centre stage, and it did not disappoint.
Two sample bars—Oumé TCHÊLÊ, an organic milk chocolate with 36% cacao, and Oumé NOUDJI, an organic dark chocolate with 62% cacao—garnered strong reactions from attendees. The chocolate is the creation of Marc Donaldson, Oumé’s Chief Chocolate Officer, a specialist in launching premium products to market.
Before sampling, visitors were invited to undergo a brief sensory workshop—an immersive exercise in appreciating chocolate as a delicacy meant to engage all the senses.
Oumé's chocolate tasting session at LCF.
From taste to presentation, Oumé is clearly positioned as a high-end brand. Named after a town in Côte d’Ivoire—also meaning “home”—Oumé draws on Kalou’s roots. Born into a cocoa-farming family, his journey has taken him from Côte d’Ivoire to Chelsea FC, where he earned a loyal following. It was fitting, then, for him to return to London to unveil his vision for a new kind of chocolate.
“I want to make people in the Ivory Coast proud of this product,” said Kalou. “As you can see, we’ve had to think outside the box. I hope it resonates with people—just like Chelsea fans resonate with Chelsea.”
Mustard’s creative director, Ndubuisi Kejeh (ND), explained that the brand was originally conceived as a chocolate line, but evolved after a striking image from the Côte d’Ivoire National Archives inspired a broader vision.
'Abundance and Innocence'
“The brand evokes nostalgia and a sense of home, weaving together art, memory, and community,” said Kejeh. “Our first product is chocolate—symbolising abundance and innocence—but we aim to expand into new products and experiences that honour Ivorian heritage and create lasting emotional connections.”
Ferreira echoed that sentiment. “We always knew our brand would walk hand in hand with art. That’s why we’ve collaborated with photographers and artists to express the values so central to who we are. Cacao is really at the core of this brand—so yes, there’ll be a lot of cacao,” she added.
To further build anticipation, Oumé launched a pop-up store in Soho, where consumers could sample the chocolate and immerse themselves in the brand’s ethos—“a chocolate for everyone’s home.”
While final pricing is still to be announced, Oumé will clearly occupy the premium segment, with a focus on high cacao content and natural ingredients—an approach that should be celebrated and encouraged in the current market.
London Chocolate Forum 2025: A Global Gathering
Oumé’s debut at the LCF was perfectly timed, coinciding with an event widely regarded as the premier meeting point for the global cocoa and chocolate value chain.
Hosted by Kennedy’s Confection, the London Chocolate Forum 2025 brought together delegates from more than 50 companies—from cocoa farmers and sustainability experts to boutique chocolatiers, NGOs, and multinational brands.
“It’s always nice to share knowledge and learn from one another,” said Andrea Camacho, Sustainability Director at Luker Chocolate, who spoke about Colombia’s cocoa sector. “These events are essential. We need collaboration to truly transform the cocoa industry.”
Kiran Grewal, Editor of Kennedy’s Confection, reflected on the event’s impact: “The London Chocolate Forum 2025 was a true celebration of connection. Having so many stakeholders from across the cocoa and chocolate value chain in one room—talking, listening, and learning—was powerful. The sense of shared purpose and optimism was palpable. It’s what drives this industry forward, and why we’re proud to host this community every year.”