Some chocolate producers are tentatively exploring the plant-based chocolate market by introducing a few new products alongside their existing offerings or testing items in select markets to gauge consumer interest. In stark contrast, Tcho, a California-based chocolate company, is enthusiastically embracing this trend. As of today, Tcho is converting its entire retail chocolate bar line to be 100% plant-based, with plans to transition all chocolate made for professional bakers to the same standard by late 2022. By 2023, the company aims for its entire product lineup to be plant-based. Consequently, Tcho will phase out its current dairy-based bars and introduce six new plant-based varieties, effectively reinventing the brand.
Josh Mohr, Tcho’s vice president of marketing, remarked, “What we’re doing—moving away from our entire current line and rolling out these six new bars—is rather bold. However, we believe our commitment to becoming animal-free by 2023 is essential for our future.” This shift aligns with Tcho’s core values of ethical and sustainable chocolate production. Mohr emphasized that the main reason for the complete transition to plant-based chocolate is to maximize the chances of success for the new products, avoiding the pitfalls of introducing just a single plant-based option that might not resonate with retailers or consumers.
Discontinued products include Toffee + Sea Salt, Mokaccino, and Toasted Cornflake bars, which will be replaced by Toffee Time, Choco Latté, Born Fruity, Holy Fudge, Dark Duo, and Aww Nuts, all available on Tcho’s website. Existing dairy-free offerings such as Hawt Chocolate drinking chocolate, Sweet & Sassy, Dark & Bitter baking chocolate, Super Powder cocoa powder, and Crush This roasted cocoa nibs will remain in circulation and undergo rebranding.
Brad Kintzer, Tcho’s head chocolate maker, has been dedicated to this redevelopment for approximately three years, focusing on chocolate taste, quality, sustainability, and nutrition. As plant-based chocolate continues to gain traction, some options have struggled to win over consumers. Kintzer noted that the negative feedback received by other brands’ plant-based products inspired Tcho to take on the “ultimate challenge” of removing all dairy from its premium chocolate bars. This involved experimenting with hundreds of ingredient combinations to discover the most successful formulations.
“We’ve had a lot of fun exploring the plant-based world and uncovering the possibilities for flavor and texture,” Kintzer explained. “Once we realized we could create something we were proud of, it prompted us to ask, ‘Why not make the switch?'” He began by dissecting milk chocolate to understand its appeal—cocoa flavor, creaminess, soft texture, and natural caramel notes. His goal was to replicate that experience with alternative ingredients while enhancing chocolate’s health profile by reducing sugar content.
Kintzer identified a combination of three key ingredients to achieve his vision for plant-based chocolate: oat milk, cashew butter, and coconut sugar. He chose oat milk for its sustainability, texture, and popularity, ultimately selecting a particularly creamy and clean-tasting variety. The addition of cashew butter provided the desired soft texture and delicate sweetness, allowing for a reduction in sugar. Coconut sugar contributed a hint of caramel flavor typically associated with dairy chocolate.
As Mohr sampled the new products, he experienced a novel take on chocolate. “This chocolate possesses the creaminess, softness, and caramel essence we desire. However, the unique composition sets it apart from anything we’ve encountered before,” he shared. “It’s like we’re delivering the best of milk chocolate in a completely new format.” Kintzer noted that the new bars were crafted to highlight the distinct flavors and methods of Tcho’s dairy-free offerings. A new filling system enhances bars like Dark Duo, which features single-origin chocolate from Ghana and Peru, while the Aww Nuts bar emphasizes the use of nuts, showcasing an almond butter filling.
Tcho’s focus has shifted from creating plant-based substitutes to making plant-based chocolate the central product. With over a decade of experience in fine, single-origin chocolate, Tcho has access to the finest ingredients and processes for crafting exceptional plant-based chocolate. Kintzer remarked, “Starting with high-quality cocoa beans—whether for dark chocolate, milk chocolate, or plant-based varieties—simplifies our task. We already have excellent cocoa; we just needed to find the perfect pairings.”
As a company with a strong ethical foundation, Tcho’s chocolates are organic and Fair Trade Certified. The company has long collaborated with cacao farmers worldwide, ensuring they receive fair wages and the necessary tools to cultivate quality chocolate. Through the Tcho Source program, established in 2018, the company created ten global flavor labs in regions including Ecuador, Peru, the Dominican Republic, and Ghana, allowing growers and workers to taste their chocolate and improve local yields and flavors.
In September, Tcho became a Certified B Corp, reflecting its commitment to sustainable sourcing and practices. Mohr sees this as an ideal moment for a complete shift to plant-based chocolate, marking the beginning of a comprehensive rebranding effort. The new packaging is fully recyclable, vibrantly colored, made from recycled materials, and features storytelling about the company and its Tcho Source program.
Both Mohr and Kintzer believe that the transition to plant-based chocolate will resonate positively with Tcho’s existing customers and chocolate enthusiasts alike. They have been analyzing consumer trends in partnership with SPINS, and Mohr discovered a compelling statistic: nearly half of Tcho’s regular customers who purchased another premium chocolate brand opted for a plant-based option. “This really solidified our resolve to pursue this direction,” he said.
Mohr views this complete transformation as Tcho’s most significant challenge yet, but he is optimistic that both the company and its consumers are prepared for it. As the new bars are introduced, online pricing will reflect the premium packaging and B Corp Certification. “This isn’t about launching a new brand; it’s about steering a well-established company in a new direction,” he explained. “While it’s been challenging, our extensive research and conversations with our community have guided us to this point.” Additionally, the new plant-based chocolate will also be fortified with calcium citrate vitamins, enhancing its nutritional profile and appealing to health-conscious consumers.