Mintel research shows that chocolate brand can leverage texture to dial up the indulgent experience

By Daisy Li, Associate Director, Food and Drink, Mintel

Texture is the new innovation frontier in the food and drink industry. Besides spicing up the taste experience by adding various food textures, it is also perceived to link with mood enhancement. More than half of Chinese consumers would like to try a new chocolate featuring rich texture. It is a good opportunity for chocolate brands to incorporate various textures to dial up the indulgent experience with chocolate.

Innovation in texture and taste is a crucial innovation direction in the chocolate category. It is worth noting that in the past year, the bubbly taste has set off a small surge in Chinese snacks, such as Bubbly Shelled Sunflower Seeds of Three Squirrels and the bubbly potato chips of Lay’s.

Mintel GNPD shows that from 2019 to 2020, the top three textures of new chocolate products are crispy, smooth and thick.

Mintel believes that bubbly-flavoured chocolate has development potential in the Chinese market, and bubbly taste matches greatly with chocolate. Bubbly chocolate not only brings consumers a new taste experience but also reduces the sweetness, which is especially beneficial to the sale of chocolate in summer.

Of course, in addition to soda bubbles, chocolate bubbles (foaming taste) can also bring unique enjoyment. The following are some case studies, hoping to bring inspiration for your product innovation.

Kabaya Ramunex Ramune Soda Chocolates are now available. Described as sweet and sour, these soda flavoured chocolates feature a crumbly ramune coating with a sour powder.

Morinaga Ramune Soda Tablet Flavoured Chocolate Balls feature a ramune tablet in ramune flavoured chocolate.

Aero Peppermint Mint Chocolate Sharing Bar, the Aero brand, which is owned by Nestlé, has been popular in Europe, Canada, Japan and other markets for its unique chocolate foam-melting texture.

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