Executive summary

1. Cocoa at the tipping point?
1.1 Innovating beyond the boundaries

2. Scientific and technological progress
2.1 Technology allows more cocoa formats

3. Cocoa and the consumer
3.1 “Naturally functional” trend opens door for cocoa
3.2 Marketing of chocolate builds consumer awareness

4. Matching ingredient, benefit and the right product format
4.1 Finding the right format for cocoa

5. Ambitious corporate strategies: a long term strategy to reinvent chocolate
5.1 Mars . a long-term commitment to cocoa and health
5.2 Hershey . learning everything about cocoa
5.3 Barry Callebaut: functionalising chocolate by leveraging cocoa benefits

6. Supply chain pressure

7. Case studies

Case Study 1: Mars’ CocoaVia and Cirku . test-marketing cocoa’s heart-health potential
Strong start to sales loses momentum
Selling cocoa without the chocolate taste
Sterols dropped . cocoa alone a “strong position”
Helping consumers understand flavanols

Case Study 2: Mars GoodnessKnows . a healthy snack with the benefits of cocoa
Mars tests snack square as vehicle for “deep chocolate”
Wholesome square better suited to daily snacking

Case Study 3: Mars’ Positively Healthy Cocoa drink takes cocoa into new categories
Cocoa about “comfort and satisfaction”
A premium drink

Case Study 4: Hershey’s beverage innovation helps Honest Tea create a new proposition
Distribution and innovation
Cocoanova process a long time brewing
Cracking branding challenges

Case Study 5: New Hershey snack line ramps up quickly with simple cocoa message
Convenience, nutrition, taste . and cocoa
Apure acts fast to deliver cocoa innovation
Popular with women
Traditional processing for high flavanols
Simple message: not all cocoa created equal

Case Study 6: Coco-Xan . “chocolate with benefits” for women
What would women want?
A vitamin or a chocolate?

Case Study 7: Re-thinking chocolate milk.
Enhanced proposition
“Recovery” education:
Disadvantaged competition