The words “Black Label” evoke images of things exclusive, reserved for the lucky few. The new entrant in the arena, the LG BL40 New Chocolate, the intriguing successor of highly popular style-conscious phones such as the Chocolate, Shine and Secret, fully deserves the honor. It looks like the kind of gadget that is always on the other side of the store window or in the hands of someone demonstrating a prototype that never sees the light of day. But the LG BL40 New Chocolate is quite real and it’s here to stay and fight for market success – in fact LG announced today the New Chocolate will hit the European market in mid-September this year.

LG BL40 New Chocolate New Chocolate press images

The unorthodox long shape definitely sets it apart and the glossy black plastic with careful touches of silver trim easily remind of the times we first saw the LG Chocolate in flesh. The LG BL40 New Chocolate is immensely sleek and the 4-inch screen with 21:9 aspect ratio easily makes it one of the most unusual mobile phones that have set foot in our office this year.