The Bochum-based company EcoFinia, known for its organic chocolate brands Vivani, Björnsted and Lacoa, has given its vegan brand ICHOC a new look, added new varieties to the portfolio and now also uses Fairtrade cocoa.
In September, the new iChoc went on sale, claiming to be even fairer thanks to certified Fairtrade cocoa from the Dominican Republic. In addition, regional beet sugar is now used instead of cane sugar from Brazil. Valuable ingredients such as buckwheat and almond oil now replace rice drink, which was previously used instead of milk, in most varieties. “The taste is now even closer to the milk chocolate original, because the sweetness is more subtle,” says Gerrit Wiezoreck, Managing Director of EcoFinia.
Social and environmental aspects
With the Fairtrade seal, the company now also wants to make it clear to the outside world that it pays its suppliers fairly and wants to improve their working and living conditions. With its own cocoa project, the company also supports structurally weak growing regions. Even more eye-catching than the seal is iChoc’s new design: the boxes made of FSC-certified cardboard will come in fresh colours with eye-catching prints. The ingredients are prominently displayed on them: they emphasise the inner values of the chocolate – and ensure a clear differentiation of varieties on the shelf. “More and more people want to know what’s in food. And that’s exactly what we can show at iChoc with the very best conscience,” says Gerrit Wiezoreck. As usual, the foil is also completely plastic-free at iChoc: the wood fibres for the cellulose come from controlled sustainable forestry and can be disposed of in the compost.
New varieties
Two new varieties have been added: “White Barista Art” is the first vegan white chocolate with espresso crisp and a hint of sea salt. And “Salty Pretzel” is the first vegan “milk-like” chocolate with pretzel crunch. Both serve not only the trend towards vegan confectionery, but also the taste combination of sweet and salty.
The relaunch is supported, among other things, by an influencer campaign: for example, the renowned book author Lea Green (@leafromveggies) – one of the most successful vegan food bloggers in Germany – develops recipes with iChoc for Pinterest and Instagram.
Text: Peter Grett on the basis of a press release by EcoFinia
Images: Ecofinia
