UK Department Store Launches Chocolate Bars with Unusual Names

Category: Human Interest

Listening

Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. peculiar / pɪˈkjuːljɚ / (adj) – not usual
    Example:

    I cannot choose what to order in this restaurant. The food names sound peculiar!


  2. moniker / ˈmɑːnɪkɚ / (n) – a name or nickname
    Example:

    Debbie earned the moniker “brace face” because of her braces.


  3. resemble / rɪˈzɛmbəl / (v) – to look like or be similar to something
    Example:

    The cover of this notebook resembles a novel.


  4. corresponding / ˌkorəˈspɑːndɪŋ / (adj) – connected with something else
    Example:

    Every action has a corresponding effect.


  5. stroke of genius / stroʊk ʌv ʤiːnjəs / (idiom) – an innovative or brilliant idea
    Example:

    Your idea of using superheroes in the product’s packaging was a stroke of genius. Our customers loved it!


Article

Read the text below.

A luxury department store in the United Kingdom recently launched a line of chocolate bars with peculiar names.


Fortnum & Mason’s new line of sweet treats, called Chocolate Library, is composed of 21 unusually named chocolates. Some of the strange monikers include “Pilots Fly in Pink Skies,” “Goodnight, My Bittersweet Beloved,” and “The Icebreaker.” Each bar costs up to £6.95 or around $9, and the complete set costs £140 or about $184.


Sophie Young, one of Fortnum & Mason’s purchasing officers, revealed that the chocolates’ names were intentional. In keeping with the Chocolate Library theme, the chocolate bars’ names and the packaging were designed to resemble a book collection. The company’s objective is to show consumers that chocolate and literature have something in common—both are sweet and mysterious. Fortnum & Mason also came up with a corresponding short story for some of the chocolate bars to ensure that consumers will have a special experience in buying the products.


In addition, Young said that the names were created to highlight the ingredients used in each bar. The name “Pilots Fly in Pink Skies” was inspired by the ingredients white chocolate, strawberry, and black pepper, while the one named “Goodnight, My Bittersweet Beloved” is made with sugar-free dark chocolate.


Following the launch, the chocolate bars have received a lot of attention online. Some netizens were concerned, saying that the creator of the chocolates’ names could be going through a problem. On the other hand, others commented that the names were a stroke of genius. One expressed interest in buying the entire set because of the chocolates’ compelling names and creative design.


Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

• What do you think about Fortnum & Mason’s idea of connecting chocolates to literature (e.g. peculiar, stroke of genius)? Explain.
• Of the three chocolate bars mentioned in the article, which one would you like to try? Why?

Discussion B

• Do you think products with unusual names like Fortnum & Mason’s chocolates will be popular in your country? Why or why not?
• If you were a chocolate manufacturer, what peculiar names would you use to catch people’s attention? Explain.