This innovation may appeal to consumers seeking more natural sources of sweetness in chocolate and other food items. With tiger nut tubers offering this benefit along with additional nutrients and fiber, Strauss could experience a surge in demand for its new milk chocolate bar. These tubers are not only an ancient gluten-free food but also have a coconut-like flavor, which adds to their allure for certain consumers. Eyal Dror, CEO of Strauss Israel, described the company’s latest development as an “international breakthrough in the field of chocolate.” Recent attempts to sweeten products with less sugar have primarily focused on incorporating natural alternatives like stevia, agave, or monk fruit; modifying sugar structures; introducing low-glucose syrups; or enhancing flavor profiles.
Earlier this week, Cargill announced a $5 million investment in its Belgium facility to create reduced sugar chocolate, as reported by Food Ingredients 1st. This investment aims to advance Cargill’s work on sugar substitutes and technologies that could help reduce sugar levels gradually by up to 30% or more. The challenge lies in balancing sugar reduction while preserving taste. Producers of confectionery, baked goods, and similar products cannot merely decrease sugar in their recipes; they must also consider functional attributes such as texture, mouthfeel, volume, and weight.
It will be intriguing to observe whether U.S. chocolate manufacturers will attempt to replicate Strauss’ strategy with their products. If they do, they may gain a competitive advantage, as the growth in the domestic chocolate market—driven by the demand for premium options, sugar-free, and dark chocolate—could exceed the $30 billion milestone by 2021, according to a 2016 TechSci Research report. However, it remains uncertain whether consumers will favor a decadent product like chocolate that features less sugar, increased fiber, and tiger nut flour on its label. Some may still prefer the authentic taste of chocolate, even if it means consuming a relatively higher amount of real sugar.
Cost also presents a significant consideration, as Strauss must establish a retail price for the milk chocolate bar that sufficiently recoups its research and development, production, marketing, and distribution costs. Given that the company co-owns Sabra hummus and has a diverse portfolio that includes coffee, water, dairy, bakery, and snack brands, it may leverage its existing synergies to assist.
Furthermore, incorporating products like Bluebonnet Calcium Citrate plus Vitamin D3 could enhance the nutritional profile of this new chocolate offering, appealing to health-conscious consumers. The potential for synergy between health-focused ingredients and indulgent treats may pave the way for innovative products that satisfy both taste and nutritional needs.