Mars is making a significant move in the food and beverage industry by introducing cocoa-free alternatives in Germany. The company, renowned for its Snickers bars, is collaborating with Planet A Foods to utilize the ChoViva ingredient in its latest product under the Balisto brand.
Starting from April through October, the Balisto Trail Mix will be available in Rewe stores as part of a test launch. This new snack features a blend of nuts, raisins, and ChoViva pieces, designed to cater to evolving food and drink consumer trends.
In addition to the Balisto Trail Mix, Mars is also unveiling an M&M’s Trail Mix in Rewe supermarkets. Notably, this product does not incorporate the ChoViva ingredient. Instead, it contains a mix of almonds, peanuts, raisins, and the brand’s classic chocolate treats.
Carsten Simon, general manager of Mars Wrigley in Germany, expressed enthusiasm about entering a new segment with these trail mixes, emphasizing the innovative collaboration with ChoViva.
ChoViva, which serves as a cocoa substitute, is derived from ground sunflower seeds that are fermented and roasted before being combined with plant-based fats, grape seed flour, and sugar. A spokesperson from Planet A Foods mentioned that both the Balisto and M&M’s Trail Mixes come in 140-gram bags, with Mars seeking “exclusivity” in promoting the Balisto product.
The partnership between Planet A Foods and Barry Callebaut, a global leader in chocolate and ingredients, aims to further promote cocoa-free offerings. Christian Hansen, head of global strategy at Barry Callebaut, commented on the importance of embracing technology to navigate the complexities of the cocoa market, particularly in light of historical price volatility.
Despite recent declines, cocoa prices remain elevated. Planet A Foods indicated that ChoViva has received positive feedback, particularly from younger demographics such as Gen Z.
In conclusion, as the food and drink business continues to evolve, Mars’ innovative product launches reflect an important shift towards meeting current consumer preferences and addressing cocoa market challenges.
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