In spite of the trials of the past year – the recall of thousands of chocolate bars, an African accounting scandal and the unwelcome appearance of Nelson Peltz – Cadbury remains the monster of UK chocolate, it sales outstripping its nearest rivals, Mars and Nestlé.

But Divine Chocolate, a tiny company that brands itself as “Heavenly Chocolate with a Heart,” believes that it has found a competitive edge: giving the growers of its cocoa beans a stake in its business and connecting them with customers.