Shopplaay

Shopplaay So good you don’t have to be

16/06/2026

Aaaand we started plaaying at Caribou Coffee UAE
🍫☕️🇦🇪 🚀

10/06/2026

It’s HERREEEEEEE😬😬🍫🍫🤤🤤

08/06/2026

Nobody tells you that sometimes the thing standing between you and a launch isn’t your product.

It’s a war.
A shipping route.
A container stuck somewhere you can’t control.

The last few weeks have been stressful, expensive, and full of decisions we never planned for.

But that’s startup life 🤷‍♀️

You adapt. You solve. You keep moving 🚀🚀

And after months of waiting…
The new Plaay Slabs are almost here 😬😬😬

June 10 🍫

03/06/2026

One of the hardest things about building a brand is knowing when not to scale.

Our Chocolate Slabs were getting traction. The product was working.

But the packaging wasn’t.

So we paused, redesigned everything, and started again.

Painful. Expensive. But Necessary.

June 10 ❤️

01/06/2026

Can’t wait Can’t wait Can’t waaaaait!
June 10th June 10th June 10th 🚀

25/05/2026

Packaging is one of those things people think founders are dramatic about until they actually build a product 😭

Because the reality is… you can have the best product in the world, but if nobody picks it up off shelf, none of it matters.

When Plaay first launched, at first glance people had absolutely no idea what we were selling. Fair enough honestly. The branding on our old cans confused everyone.

So we went back to the drawing board:
how do we communicate 100% clean instantly?
how do we make Plaay feel as indulgent as it actually tastes?

And yes, it costs us a fortune.

But to us, packaging was never just “packaging”.
It’s the first impression.
The explanation.
The brand.
The thing that makes someone stop for 3 seconds in the middle of a crowded shelf.

20/05/2026

Our founder speaking with on something we think about a lot at Plaay.

Sometimes cravings aren’t about “lack of willpower.”
Sometimes your body and mind are just trying to find comfort, regulation, relief… something that simply feels good.

And honestly, that understanding shaped so much of why Plaay exists in the first place.

Not to make people fear chocolate more.
Not to make indulgence feel like something you need to earn.

Just to create chocolate that lets the experience stay comforting… without all the compromise, guilt and post consumption regret attached to it.

18/05/2026

🍫 She said what she said.

15/05/2026

Friday 5pm energy: postponing stress. prioritising chocolate. 🙃🍫

12/05/2026

This is your sign to stop overthinking and just Plaaaaay🍦

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