Plantain Porridge Caramel
Sunday morning in a bar. Ripe plantain cooked down in coconut milk with nutmeg, cinnamon and vanilla, folded into a soft caramel.
Milk chocolateAckee
The Jamaican chocolate bar, made with Caribbean cocoa.
Beta pitch · November 2026 · Figures are early estimates
3flavours from the Jamaican table, one bar format
2worlds. Rooted in the islands, based in Europe.
1people across many places.
01
A taste of home, in the shape of a chocolate bar.
Nyam means eat in Jamaican patois. It is an invitation and a sound of pleasure in the same word.
Jamaica grows fine cocoa, and makers such as Pure Chocolate Jamaica and One One Cacao turn it into serious single-origin bars. We have not found anyone turning the island's everyday flavours into the bar you grab on the way home.
Nyam does that. Plantain porridge, Christmas black cake and peanut punch, wrapped as a filled bar and sold where the diaspora already shops.
/njam/ · verb · Jamaican patois
To eat, with pleasure. With roots in West African languages, carried to Jamaica and kept.
"Come nyam." Come and eat.
02
Three flavours from the Jamaican table.
One bar format, one colour each. Every flavour is a dish or a drink people grew up with, so the story is told before the wrapper is open.
Rum & Raisin
Christmas black cake. Rum-soaked raisins and warm spice in dark chocolate, for the grown-ups at the table.
Dark chocolateScotch bonnet
Peanut Punch
The drink from the roadside stall. Roasted peanut, milk and a grating of nutmeg in a creamy milk chocolate bar.
Milk chocolateCallaloo
03 · The north star
Sweetlike home.
Every part of the brand is judged on one question: does it taste and look like a Sunday at an auntie's house in Kingston, or like a souvenir shop?
The first is Nyam. The second is the cliché we leave on the shelf: plastic palm trees and fridge magnets.
04
An identity from the kitchen and the flag.
The mark carries the red, gold and green everyone knows. The palette around it comes from food and the sea: ackee, scotch bonnet, callaloo and deep blue. The voice is the auntie behind the counter.
The mark. Nyam in a heavy, rolling retro script, set at a slight tilt, like a word said with your mouth full. Two offset shadows in scotch bonnet and callaloo give it the depth of a hand-painted shop sign.
Primary, on night
One colour, cocoa
One colour, reversed
Nyammmmmmmm
The stretch. On the pack the name is Nyam. When there is room, the m holds on, like the sound you make when something tastes good: across a poster, along an awning, at the end of a video. The address does it too: nyammm.com.
The mark is set in a typeface for now. Before launch a letterer draws it as Nyam's own, so the shapes belong to the brand and nobody else.
Colour. Limestone is the base. Night carries the mark. Each flavour owns one food colour, so the range reads from across the shop.
Limestone#F2EADB · base
Night#140D08 · the mark
Ackee#F4C13D · No. 01
Scotch bonnet#D8371F · No. 02
Callaloo#2F6B3A · No. 03
Sea#1F57A8 · labels, small print
Type. The script is only for the mark. Headlines are a light serif with warmth. Body text is a clean sans. Labels are typed, like a tag stitched into a towel.
MarkNyam
HeadlinesSweet like home.
BodyPlantain cooked down in coconut milk with nutmeg and cinnamon, folded into caramel.
LabelsBatch 01 · Cocoa grown in Jamaica
Voice. English with one word of patois per surface. Short enough for a poster, warm enough to be from family.
Come nyam.
The sign-off. On the bar, the bag and the shop window.
Mind yuh fingers.
On the caramel bar. It is sticky, and we say so.
Tek time.
Take your time. For the back of the pack, where the story is.
Sweet like home.
The line for the brand, on every first impression.
Pattern and label. The stripe is the awning over a market stall, in the three flavour colours. The label is typed in sea blue on paper, and tells you where the cocoa grew.
- Batch
- 01
- Flavour
- Plantain Porridge Caramel
- Chocolate
- Milk
- Cocoa
- Grown in Jamaica
- Weight
- 50 g
Photography. Warm, close and a little grainy, shot in late sun. Real hands, real food, real kitchens. Four frames set the tone for the first shoot.
Mood from free photos. The first shoot replaces them with the four frames below.
Frame 1The break
Two hands snap a bar over a plate. Caramel stretches. Morning light from the side.
Frame 2The pot
Plantain porridge on the stove, steam, a wooden spoon and a grater of nutmeg.
Frame 3The counter
A shop counter in South London with the bars in a box next to the till.
Frame 4The grove
Cocoa pods on the tree in Jamaica, held by the farmer who grew them.
Part two
What Nyam
could become.
05 · The potential 1/3
We estimate the UK eats 5 billion chocolate bars a year. A tiny share is a real brand.
Nyam Tony's, about 3% of UK and Ireland sales 1 in 1,000 UK bars
One in a thousand is success. Click a step to see it on the grid.
UK chocolate is worth about £6.5-6.8bn a year (Grocery Trader, May 2025; Euromonitor via Diageo). No bar count is published: 5 billion is our estimate from 7.6-8.6 kg of chocolate per person, about 69m people, 44% eaten as bars and 50 g a bar. Revenue at £1.34 a bar to Nyam. Tony's: about 3% share in the UK and Ireland, €51.2m (The Grocer, February 2026); shown for scale, the share basis is not stated.
05 · The potential 2/3
One bar a month for every Caribbean Londoner is a £5.6m brand.
| People | Bars a year at one a month | Revenue to Nyam | |
|---|---|---|---|
| London, Black Caribbean | 345,405 | 4.1m | £5.6m |
| England and Wales | 623,115 | 7.5m | £10m |
| US, Jamaican heritage | ~1.2m | ~14m | ~£19m |
Before a single foodie, gift buyer or tourist. Tony's reached €240m in sales from one bar. Lakrids by Bülow reached about £52m from one shop.
Census 2021 (England and Wales; London via ONS TS021, secondary). US: ACS 2019-23 via Neilsberg, secondary. Revenue at £1.34 a bar to Nyam, the year-two mix of shops, wholesale and webshop. One bar a month is a way to size the opportunity, not a forecast. Bülow: DKK 449m in 2025 (The Grocer), £ at the ECB rate of 31 December 2025.
05 · The potential 3/3
The first steps: 15,000 bars, then a quarter of a million.
| First run | Year 1 | Year 2 | |
|---|---|---|---|
| Where | Webshop, pop-up, Carnival | 150 London shops | 400 shops, wholesale, food halls |
| Bars | 15,000 | 78,000 | 249,600 |
| Revenue | £21k | £105k | £334k |
Year two equals 6% of the London opportunity.
Targets, not forecasts. Year 1: 150 shops × 10 bars a week. Year 2: the volume of 400 shops × 12 bars a week, at £1.34 a bar on average (60% shops at £1.35, 25% wholesale at £1.15, 15% webshop at £1.64). Sales per shop are a guess until the first shops have sold.
06 · Caribbean cocoa
The first run needs 0.3 tonnes of cocoa. Jamaica grew 136.
Jamaica, 2025136 t
a year, half of 2022
First run0.2%
of that harvest. Year one is about 1%
Quality95%
fine flavour, ICCO
To the UK0% duty
CARIFORUM-UK, if origin rules are met
Proposed partner
Pure Chocolate Jamaica
Farm-to-bar maker in Trelawny with a shop in Ocho Rios. Grows, blends and makes its chocolate in Jamaica.
Proposed partner
One One Cacao
Bean-to-bar maker that sources from Jamaican farms and now ferments and dries its own beans.
Proposed maker
Likkle More Chocolate
Bean-to-bar atelier in Kingston that ferments, roasts and moulds its own chocolate, with a plantain bar and a sorrel bar. Could make Nyam in Jamaica.
Jamaica Gleaner, August 2026 (harvest). ICCO 2016 (fine flavour). gov.uk CARIFORUM-UK EPA summary (duty, if the origin rules are met). About 20 g of beans a bar, our estimate. None of the three makers has been approached yet. As Nyam grows, cocoa comes from more Caribbean islands.
07 · Brands like this get bought
Sweet brands with a story sell for real money.
| Year | Brand | Buyer | Price |
|---|---|---|---|
| 2005 | Green & Black's | Cadbury | about £20m |
| 2016 | Lakrids by Bülow, 75% | Valedo Partners | about £54m |
| 2024 | Hotel Chocolat | Mars | £534m |
Green & Black's: RTÉ, May 2005, price estimated, not disclosed. Bülow 2016: Sweden Herald, about DKK 472m, reported, not confirmed by the company; £ at the ECB rate of 11 July 2016. Hotel Chocolat: Confectionery Production, deal completed 2024 at £3.75 a share.
08 · A brand like this grows
Tony's started with 5,000 bars in 2005. Last year it sold €240m.
€69.6mFY18/19
€88.4mFY19/20
€109.6mFY20/21
~€133mFY21/22
€150.2mFY22/23
~€200mFY23/24
€240.2mFY24/25
20055,000
bars in the first run
UK, first full year€8.7m
FY19/20, after entering in 2019
UK and Ireland€51.2m
FY24/25, about 3% of bars
Growth3.5×
in six years
Net revenue in EUR, financial years October to September. FY18/19 to FY20/21: Tony's FAIR report 2020/21. FY21/22 about €133m (SG Network). FY22/23: Tony's press release. FY23/24 about €200m (ConfectioneryNews). FY24/25 and UK and Ireland: The Grocer. First run: FoodNavigator, 2026. Tony's has not been sold.
09 · The shelf today
We found one Caribbean bar in UK supermarkets. Nyam is priced with the premium bars.
| Bar | Caribbean flavours | Price per 100 g | In UK shops |
|---|---|---|---|
| Mars, 51 g | No | £2.35 | Everywhere |
| Cadbury Old Jamaica, 100 g | Rum and raisin | ~£1.55 | Supermarkets |
| Tony's Chocolonely, 47 g | No | £2.87 | Supermarkets |
| Love Cocoa, 75 g | No | £5.32 | Food halls, online |
| Likkle More, Kingston | Plantain, sorrel | Not in the UK | None found |
| Nyam, 50 g | Three, from the Jamaican table | £5.00 | Planned 2027 |
Shelf prices from Tesco, Morrisons, Trolley and Bottle Club, listings without dates, read 5 November 2026. Likkle More: own site, USD 14 a bar. It could make Nyam rather than compete with it.
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