The Retail Times on vegan Benefit chocolate range

Lovely Fodder, the family-owned UK company which launched Benefit Drinks, a range of vitamin enriched-vegetable & fruit juices are extending their range of great tasting, better-for-you products with a new innovative confectionery line, Benefit Chocolate. As with its Drinks, Benefit Chocolate will combine the very best ingredients with added “benefits” to create functional, yet indulgent bars of chocolate

Gavin Cox, founder of the Benefit brand, has created a “farm to bar” range using single-origin chocolate sourced directly from the CasaLuker Estate in Colombia*. Colombia has some of the best “Fino de Aroma” Cacao beans in the world; a category established by the International Cocoa Organization (ICCO) for cacao that reaches a certain flavour, aroma, and quality level and are the only cacao beans that Benefit use.

The exceptional quality of the cacao means the Benefit Dark Chocolate range avoids milk-solids and is entirely vegan. The three bar range also has added functional benefits:

  • Protein which is enriched with almond butter, coconut and pea protein which contributes to the maintenance of normal bones and muscle mass.
  • Vitamins which gives you 50% of your recommended daily intake of 12 vitamins which all contribute to the normal function of the immune system.
  • Energy which delivers three key B vitamins including B5 B6 and B12 which contribute to a normal energy yielding metabolism.

With premium chocolate driving category growth, consumer demand for functionality, provenance and authenticity, Gavin saw in the market a need for an independent UK chocolate brand that would prioritise taste and quality as well as meeting well known consumer needs.

One of the key attributes of the bars is the high levels of cacao compared to the market average (which is 85% compared to 54%). Cacao offers a number of natural health benefits including high levels of antioxidants as well as high-levels of flavanols (for increased blood flow) and fibre.

Protein: A high 19% protein hit that helps maintain bone health and muscle mass

Vitamins: Features the 12 key vitamins that make up 50% of your RI (reference intake)

Energy: A natural energy boost with six vitamins and caffeine 

Gavin Cox said of the launch:

“We’re really excited to bring another innovative product to market to sit alongside our Benefit Drinks  and see a great opportunity in delivering functionality, aligned with high grade cacao products.  The beauty is that whilst also being suitable for consumers actively seeking ‘better for you’ products, the over-riding quality of the raw materials means the range appeals to chocolate lovers looking for great taste too.”