Sulpice Chocolat fills 'better-for-you' snacking chocolate void with bites line

By Douglas Yu contact

- Last updated on GMT

Sulpice’s new peanut butter bites conatin seven grams of protein, three grams of fiber, chia and flaxseed
Sulpice’s new peanut butter bites conatin seven grams of protein, three grams of fiber, chia and flaxseed

Related tags: Chocolate

Chicago-based Sulpice Chocolat is to launch a 'better-for-you' chocolate bites range that will compete with snacking chocolate barkTHINS.

Its chocolate peanut butter bites will be unveiled at the upcoming Sweets & Snacks Expo in Chicago.

“It's hard to find a store that doesn't carry barkTHINS right now. It's a great product,”​ Sulpice CEO Anne Shaeffer told ConfectioneryNews. “However, we feel that our new bites help fill a void in that market: better-for-you alternatives to traditional favorites.”

Last month, Hershey acquired barkTHINS​ for an undisclosed sum.

Better-for-you peanut butter bites

Sulpice's new line includes two products: Dark chocolate and milk chocolate peanut butter bites, both available in stand-up, zip-top pouches for $4.99 a bag.

“Our initial targets are the grocery and mass merchandise channels. These are where our customers shop and we want to reach them where they already are,”​ said Shaeffer. 

Sulpice’s new peanut butter bites contains seven grams of protein, three grams of fiber, chia and flaxseed, she added.

“Basically, the bites offer the same nutritionals as you would see in an energy bar,”​ she said. “As healthier options are becoming more and more desirable, we've noticed that a large portion of the consumer base is moving towards better-for-you choices.”

In 12 months or so, five to six new flavors will be added to the peanut butter bites line, according to Shaeffer, explaining the company understands that it takes time to produce quality chocolate product with a fine balance of good flavor and nutritional benefits.

“That is why we've chosen to launch with just the two SKUs.”

Fills a void in the exploding snacking chocolate market

Creating a product like peanut butter has been in Shaeffer’s mind since she was pregnant with her 8-month-old baby daughter, when her 2-year-old son would only eat peanut butter cups.

“Initially I would give in, but then I started to feel really guilty about how much sugar he was eating. So, I decided to try and make something for him that I would feel better about letting him eat.”

That is how the new peanut butter bites came into being, she said. It’s a story that really helps frame our brand strategy. This is a sweet treat for all ages.”

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