Three flavors of Theo Clusters – Salted Almond, Coconut Tumeric and Lemon Hemp – all containing crispy quinoa will be sold by Theo online and at its factory store from this week ahead of a roll-out across US retail in January 2017.
Consumers seek nutrient-dense snacks: Theo
“We believe this product will do well in all our current sales channels given the quality and value proposition of the product. Consumers everywhere are looking for more nutrient-dense snacks,” Debra Music, Theo Chocolate co-founder and chief marketing officer told ConfectioneryNews.
The brand comes in a resealable pouch and is fortified with Theo’s own proprietary cocoa flavanol extract in addition to flavanols already in the dark chocolate.
”By using the proprietary extract, we can ensure delivery of a minimum of 50 mg of cocoa flavanols with every serving,” said Music.
Theo Clusters contain two servings per pouch, with each serving comprised of five pieces.
‘A meaningful dose’
In Europe, Barry Callebaut holds an EU-approved health claim to say dark chocolate, cocoa beverages and supplements containing 200 mg of cocoa flavanols contribute to normal blood flow.
“At Theo, based on our investigation, we believe that 50 mg is a meaningful dose as part of a healthy diet,” said Music.
“The Callebaut claim is only relevant in Europe and is in no way definitive based on the profile of the population within which the study was conducted.
“The FDA has not established a recommended dose of flavanols specific to efficacy or as part of a healthy diet”, she continued.
January 2017 roll-out
Theo has begun selling the brand online today and from Saturday (September 24) will introduce the products to its factory store in Seattle for a suggested retail price of $5.99.
It expects to bring the brand to US retailers in January 2017.
The range is organic, fair trade, vegan and free from gluten and soy, as well as being kosher and non-GMO project certified.
Background reading....Study says higher cocoa chocolate may not mean more flavanols / Is epicatehin the sole heart health promoting flavanol?
Cocoa flavanol confections gaining traction?
Two chocolate confectionery products recently entered the EU market using Barry Callebaut’s health claim: Belgian firm Vandenbulcke's ChoVita and the Good Chocolate Company's brand Lavlé. Barry Callebaut has exclusivity on the health claim until 2018, at which point it is open to the industry.