Author of Ed Engoron’s Choclatique, Running Press, 2011
You don’t have to convince a kid to eat a piece of candy. But to help grown-ups justify indulging in a chocolate bar or a handful of jellybeans, candy companies are touting new health benefits of their products. Though health benefits are not the direct reason for consumers to grab up the sweet stuff, it is an added incentive.
At Choclatique, we know that consumers buy candy primarily for the taste, but it does factor in that consumers are more focused on their diets these days and are trying to eat more healthfully. We think it’s more than just an added benefit.
One of the best-known healthful treats is dark chocolate. Dark chocolate makers were among the first to educate consumers on the ‘better for you’ positioning, especially promoting the antioxidant content. But more recently, candy companies offering assorted fruit flavors have been getting in on the health trend as well.
We’ve known for a long time that consumers read labels and look for confections with no preservatives, artificial colors or flavors which are the basis for Choclatique products. They’re also interested in candy made without high-fructose corn syrup—using pure cane sugar instead. Now, we are finding many snack and candy companies are promoting products with additional antioxidants. Pomegranate and other fruits big on health benefits have become a popular addition to many candies. Some of the newest flavors of licorice include blueberry and pomegranate made from real juice. Chocolate manufacturers, while still marketing their dark chocolate for its health benefits, have also moved on to chocolate low in sugar or completely sugar-free and the blending of fruits high in antioxidants such as strawberry, orange, blueberry, cherry and pomegranate.
At Choclatique, we make the Pure Power energy bar. Made with US-grown peanuts, peanut flour, cherries and blueberries, this healthy snack packs over 9 grams of pure protein and is high in antioxidants. Footed with a low sugar chocolate platform, all of the ingredients are commonly found in your own pantry. One great additional benefit is that Pure Power is also Gluten-free.
For some, price is a strong factor with consumers willing to choose a cheaper, less healthy product rather than pay a little more for something more healthful. But now, some health concerns are carrying over to the general public and consumers starting to understand that a piece of chocolate can be more than just a satiating snack. Market research shows that while healthier candies were once only reaching a niche audience… that audience is growing. There are groups, such as baby boomers and young families that are more inclined to look for health benefits than just price alone.
At Choclatique, we feature Elephant Chocolate, Q-91 and Private Reserve Dark that are lower in sugar and higher in many of the healthful benefits than milk or white chocolate. We offer the appeal and benefits to a more health conscious consumer with functional chocolates while still maintaining tasteful indulgence.
Another Shameless Plug: I want to introduce you to my new book, Choclatique. It’s the perfect gift for brides, grooms, grandchildren’s birthday, anniversaries… actually Choclatique, both the book and the chocolate, are perfect for just about any occasion. Signed copies will be available after October 1st.
Choclatique is the first interactive cookbook. It is sprinkled with ChefSecrets which are highlighted with a QR Code. When you scan the QR Code with your smartphone, it directs you to a video where I demonstrate the “secret” technique. You can also purchase a chocolate tasting kit to compliment the book. Pretty cool!