Meet the Visionary Behind 80Noir Ultra

Carole Armitage – “The Chocolate Lady”

Nicknamed “The Chocolate Lady” by customers of all ages, Carole’s work is rooted in a lifelong journey of learning how chocolate particularly high-quality dark chocolate interacts with the body, the mind, and society at large. Her background as a personal trainer, wellness writer, and flavour development expert gives her a unique, cross-disciplinary lens that connects taste with tangible health benefits.

Carole has dedicated her life to understanding the biochemical, cultural, and emotional power of chocolate. She’s now on a mission to help brands, cafés, and retailers create more responsible, lower-sugar, high-impact chocolate experiences without compromising indulgence.

As part of her broader work, she collaborates with academic institutions to fund formal research, writes educational content for consumers and professionals, and is actively developing a children’s brand (Little Sips Co.) to shift the narrative around how we introduce chocolate to younger generations.

Whether she’s consulting with legacy food brands or mentoring local chocolate shops, Carole brings science, empathy, and strategy to every square of chocolate.