Joanna Cosgrove01.01.07
Healthy Chocolate: What Happens When the Buzz Wears Off?
Many recently launched products are capitalizing on chocolate’s rising
By Joanna Cosgrove
Online Editor
“Nine out of ten people like chocolate. The tenth person always lies.”John Q. Tullius, American Cartoonist
Chocolate lovers rejoice! There’s a healthy reason to love your sweet indulgence. It’s actually good for you…or is it? That’s the question gnawing on the minds of a growing number of chocoholics, because let’s face it, when something seems too good to be true, it usually is.
Here’s the good news: “It has been found that there are elements in chocolate that could be beneficial, specifically phytochemicals called flavonoids and this is good news for people who love chocolate,” says Suzanne Farrell, MS, RD, spokesperson for the American Dietetic Association. “Flavonoids, also found in red wine, have been linked to reduced risk of heart disease.”
And for some better news: “Sometimes people create a ‘good foods/bad foods’ list and we don’t really need to do that with chocolate,” says Farrell. “The key message is portion size and the kind of chocolate that you choose. Research is showing that the flavonoids are in the cocoa. Dark chocolate is preferable, looking for 70% or more cocoa is important.”
But with all good things there are caveats. “Chocolate is like red wine – it’s possible there’s a benefit to it, but it’s not something I’d tell someone if they’re not drinking to start including, but if they enjoy it, there’s a benefit,” says the ADA’s Farrell. “As with everything, where there’s a benefit, there’s something we need to be cautious about too. Don’t overlook the fact that chocolate candy bars are loaded with sugar and an ounce is 150 calories, so it’s not something that needs to be added to the diet, especially if you’re trying to lose weight since it can make or break your weight loss if you don’t pay attention.”
Courting the Consumers
Mars Inc., Hackettstown, NJ, was arguably the first company to bring the news of chocolate’s health benefits to the public, having spent 15 researching the sweet treat. Although the news is spreading like wildfire among consumers, Mars is wary of the message they’re ultimately getting. “We’re a little concerned about it becoming a generic message of ‘chocolate is good for you,’” comments Marlene Machut, director of health and nutrition communications, Mars Inc. “While chocolate in any form can be part of a healthy diet when consumed in moderation, we’re a little concerned because the cocoa flavonols, where we’re seeing the benefits, aren’t necessarily in every chocolate product you consume, such as hot cocoa or chocolate pudding. In general, people believe dark chocolate is good for you. In reality it’s about the cocoa flavonols and keeping them in the state they are in, from the cocoa bean all the way through to the end product.”
Mars’ CocoaVia brand chocolate bars, billed as “heart healthy snacks,” embody the company’s canon of research and are formulated to appeal to a variety of consumer taste preferences. The company’s dark chocolate bars are available in Original Chocolate, Crispy Chocolate and Blueberry & Almond Chocolate, and are advertised to be “an excellent source of calcium and a good source of folic acid, vitamins B6, B12 and antioxidant vitamins C and E.”
Mars has also added to the CocoaVia lineup. The new additions include Milk Chocolate Bars, Milk Chocolate Snack Bars, Chocolate Covered Almonds, Milk Chocolate Covered Raisins and a Rich Chocolate Indulgence Beverage, all featuring guaranteed flavonol levels, delivered via Mars’ patented Cocoapro process. The products additionally contain plant sterols to lower LDL (bad) cholesterol.
Mars isn’t the only company hoping to savor a portion of the chocolate phenomenon. Quaker, Chicago, IL, recently launched Life Chocolate Oat Crunch, which is positioned as a “chocolate cereal for adults that's healthy too.” The cereal is made with a touch of real chocolate, and each serving provides two servings of whole grains, three grams of fiber and ten essential vitamins and minerals. “It's no surprise that many people have very powerful emotional and psychological connections to chocolate,” comments Candace Mueller, manager of public relations, Quaker Foods. “Consumers have told us that they want a healthy cereal that also satisfies their taste cravings. We're excited about the launch of Life Chocolate Oat Crunch because it marries the latest chocolate trend with the wholesome nutrition of Life cereal—for a delicious twist on breakfast.”
Kellogg’s has also entered the chocolate cereal foray with the launch of Special K Chocolatey Delight cereal, formulated specifically to give women a great tasting evening snack option to help meet weight management goals. “We know from talking with consumers that they want simple tips and tools, not rules, to help them meet their weight management goals,” says Roxanne Bernstein, senior brand manager of Wellness Innovation for the Kellogg Company.
While neither the Life nor the Special K package point to the healthiness of the chocolate in their formulations, the packaging for Special K Chocolatey Delight shows that the product can be incorporated into weight management plans as part of the Special K Challenge. “Our focus is on the true value of new Special K Chocolatey Delight—that it is a great tasting, lower calorie option that satisfies the desires for a chocolate snack and is a logical extension of the Special K brand, which has been a valued partner to people managing their weight for more than 50 years,” says Bernstein. “While our product is a delicious option for consumers committed to losing weight, we do not make the type of health claims around benefits of chocolate that others may be making.”
A Sweet Forecast
While it is unlikely chocolate will ever completely fall out of favor with consumers, its reputation and the reputation of those that manufacture it is definitely at a crossroads.
Mars’ Ms. Machut expects the health benefits associated with chocolate to be responsible for a flurry of new products hitting the market over the next few years. “There will be more people playing with the perception by launching new products, but knowing the program of science and product development we’ve got underway, there will be an avenue of scientifically proven products coming out. It will take a couple of years or more to sort out the two different areas,” she says. “The other thing happening at the same time, making this area more complex, is this great interest in chocolate from a developed palate angle. The U.S. consumer is growing more discerning in their interest of the origin of different chocolates and blends, much like the wine and coffee phenomenon, which is placing more interest in the dark chocolate category. It’s an exciting time to be in chocolate!”
As to the probability of health claims being filed for chocolate, Ms. Machut says that is still a long way off. “If there were to be a daily recommended value or some type of health claim, it would be for cocoa flavonols or the flavonoid category, not chocolate, and we’re still years away from that,” she claims.
“Chocolate’s been around for ages and I don’t think the buzz will go away because we love it so much,” surmises the ADA’s Ms. Farrell. “But if cocoa or chocolate is added to products and touted as a healthful ingredient, I think people could get skeptical. We live in a very weight conscious world and people will start wondering about the extra calories.”