NEW YORK -- Premium chocolates have become increasingly popular with consumers, presenting an opportunity for mass market retailers to increase sales.
Jenn Ellek, director of trade communications and marketing for the National Confectioners Association, has seen an upswing in consumer demand for what she terms everyday gourmet chocolates. 'We are seeing more consumers who want to be treated special or who want to reward themselves with something that is a little more premium,' she says.
Ellek also notes that consumer interest in premium chocolates has given stores an opportunity to cross-market merchandise with such other premium items as coffee and wine.
Last September Hershey Co. gave a major boost to the segment when it introduced Cacao Reserve, a new line of premium all-natural chocolates and drinking cocoa. The premium products feature high cacao content and natural flavinols, which provide more intense chocolate flavor as well as health benefits from antioxidants.
Cacao Reserve offers a range of items that enable consumers to explore different subtleties and intensities of chocolate products while learning more about the flavors that they prefer, according to the company. The line includes premium milk chocolate with 35% cacao and extra dark chocolate with 65% cacao.
In December Hershey expanded the line to include premium chocolate bars made from cacao beans from individual countries of origin. The single-origin collection includes Java (32% cacao), a milk chocolate with caramel taste and tart accent; Arriba (50% cacao), a dark milk blend with herbal notes; Santo Domingo (67% cacao), a dark chocolate with wine and spice character; and Sao Tome (70% cacao), a blend of rich aromas and subtle spices.
Last October Hershey reinforced its presence in the premium category by acquiring Dagoba Organic Chocolate LLC, which produces natural and organic chocolate.
