Halen Brands has created a new line of health-conscious luxury chocolates called Joyfuls, available in the US.
Each chocolate is individually wrapped within a multipack to easily control portion size, as the line is aimed at consumers who are calorie-conscious but wish to indulge from time to time.
Jason Cohen, the chief executive officer of Halen, said: “At the end of the day, people love dessert, they love chocolate and we’re trying to give you a best-in-class approach to eating an indulgent snack.
“Joyfuls to us is a better-for-you experience because we’re using high-end ingredients and we’re individually wrapping them so you can quantify how many calories you’re having.”
The individually wrapped packaging will also contribute to hygiene while making them portable, which Halen said will simplify the sharing process.
The first launch of the line was distributed to speciality outlets, but this relaunch will see Joyfuls heading to mass retailers such as Costco.
Cohen noted that a redesign of the packaging has given them a more successful second launch of the chocolates. He said that making them more ‘female-focused’ and ‘more of an upscale experience’ has broadened their consumer outreach in this way. The design of the chocolates themselves reflects this ‘upscale’ approach, as the Joyfuls range is inspired by mendiants, a popular French treat of chocolate studded with fruit and nuts.
The three flavour options include dark chocolate with currants and pumpkin seeds; dark chocolate with cranberries and almonds; and dark chocolate with coconut and almonds. All three varieties include pink Himalayan salt.
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