Today's confectionery industry marketers and producers must think outside the "chocolate" box in order to create competitive advantage and differentiate from the competition (Brown, 2014b) "Innovation is all about taking fresh approaches and finding new ways to solve problems"(Bamford, 2014).

        One of the strategies for Fair Trade companies such as Green & Black's, Cadbury Dairy Milk may be formed in association with gym instructors around the UK. As more people today attend the gym regularly, organic chocolate firms might flourish. Every 15-kilometre workout, for instance, may be rewarded with a bar of organic dark chocolate, since it "boosts fitness in the same way as jogging" (Cohen, 2011). Besides, fair trade firms' promotion will increase along with cocoa farmers welfare improvement. In a nutshell, such a strategy is profitable and applicable for both firms and customers, as it is a mixture of ethics, pleasure and sports.

Confectionery market is already flooded with New Product Developments related to exotic flavour combinations, sweet and salt variations such as Cadbury Dairy Milk and Ritz biscuit mash up (Bamford, 2014). Therefore, another innovative strategy that may have positive feedback from customers and firms is the "harmony between chocolate shapes and furniture". Working in collaboration with furniture manufacturers may lead to appealing embodiments of cupcakes and chocolate in sofas, desks. Hansel and Gretel's fairy tale sweet house acts as an inspiration- cartoons life may be brought to reality. To sum up, when customers feel more positive, innovative firms reap the rewards of their approaches (Taylor, 1884).

       A third innovative strategy is a regular get-together with chocolate lovers twice a year. A summer meeting, organized on beaches all over the world, resembling a foam party, using chocolate instead of foam. Chocolate party  is primarily targeted at young consumers, who are offered with a range of organic chocolates as well as ice cold cocoa drinks. In order not to overlook families and 55+ groups, firms organize winter chocolate get-togethers in the mountains. Hot chocolate drinks, organic chocolates and organic fruit mixtures are on offer, accompanied by videos displaying the fair trade mission. The result is the gradual building of relationships with customers by turning the meetings into a tradition.