Sweet Dreams: The Story of Green & Black’s
By Craig Sams and Josephine Fairley
Random House Business Books, £14.99, 260 pages
FT Bookshop price: £11.99

When Craig Sams and Jo Fairley decided to launch an organic chocolate bar in 1991, they brainstormed a suitable brand name in their Notting Hill pad. Remembering childhood confectionery brands such as Callard & Bowser, Barker & Dobson and Charbonnel & Walker, they decided an ampersand would give it class. “Green” hit the organic button, while “Black” highlighted the darkness created by the high cocoa content. In 10 minutes, the couple had created Green & Black’s, now a $100m brand with a range of confectionery, hot drinks, ice cream and snacks sold around the world.