Simon Lester is aware that plant-based milk chocolate doesn’t enjoy the best reputation among consumers. While most current plant-based chocolates are dark, Lester argues that confectioners are overlooking a significant segment of the market, as nearly half of U.S. consumers prefer milk chocolate according to YouGov. Lester, along with his wife Courtenay Vuchnich, co-founded the allergy-friendly chocolate company Pascha a decade ago, and they aim to address this gap in the market. The popularity of plant-based milk continues to rise, with sales increasing each year.
So, what’s the challenge with plant-based milk chocolate? Lester eventually realized, “What we’ve been doing was the polar opposite of what we should be doing. We’ve been trying to make this product taste like milk chocolate without allowing the flavor of the plants to shine through. When it comes to the plant milk category, consumers don’t expect an oat milk latte or cappuccino to taste just like dairy milk; they anticipate a hint of the plant flavor. Why should chocolate be any different? By embracing the plant flavors, we can transform the entire experience. Instead of replicating dairy milk chocolate, we’re making plant milk the star.”
To fill this void, Lester and Vuchnich introduced Lovo, a new plant-based chocolate brand that highlights alternative dairy. Lovo is launching online today with four varieties of Swiss-made milk chocolates, each featuring a different plant-based milk: almond, coconut, hazelnut, and oat. Vuchnich and Lester believe that this new brand addresses consumer concerns regarding plant-based milk chocolate. The name Lovo combines two emotions often associated with chocolate: love and crazy, or “loco,” its Spanish equivalent. “We wanted something that reflects people’s deep, emotional connection to milk chocolate,” Vuchnich explained.
One major issue with previous plant-based milk chocolates stems from the choice of ingredients. Traditionally, many plant-based chocolate makers have relied on rice milk, which has a very mild flavor and adds some sweetness. While this could theoretically create a taste similar to dairy milk, Lester noted that the resulting product tends to be overly sweet and lacks the creamy texture associated with milk chocolate, as rice milk contains very little fat. As consumer preferences have evolved, they have shifted from rice milk to almond, coconut, oat, and hazelnut milks, seeking a more complete experience that encompasses taste, mouthfeel, and versatility in applications like coffee or cereal.
Lester and Vuchnich began their experimentation in their kitchens, exploring various plant-based milks to find the best combination for milk chocolate. After developing products that were “two-thirds there,” they sought out a Swiss manufacturing partner known for its expertise in premium milk chocolate to create some samples. Initially, the prototypes were satisfactory but not exceptional. After communicating their vision for a simple, smooth chocolate that showcases the unique flavors of each plant-based milk, they received “phenomenal samples” just two weeks later.
Crafting plant-based chocolate using a single dairy substitute requires extensive reformulation, testing, and sampling. However, Lovo is debuting with four flavors simultaneously, emphasizing the brand’s commitment to celebrating diverse plant-based milks. “Variety is the essence of the plant milk market,” Lester stated.
Targeting chocolate lovers, Vuchnich and Lester are particularly interested in flexitarians—those who purchase both plant-based and traditional products. Although Lovo bars are vegan, this is not the primary demographic they are aiming for. They are also establishing Lovo as a separate brand from Pascha due to the presence of nut allergens in Lovo’s bars.
Vuchnich mentioned that they might highlight the potential nutritional benefits of plant-based milk chocolate, which could appeal to certain consumers. “If it’s delicious and a bit healthier, they might prefer our product. We’ve seen this trend in other categories where products with healthier attributes have successfully expanded the overall market.”
Initially launching online to build brand awareness, Lovo aims to eventually enter retail channels. Finding the right retail partners is crucial for reaching consumers, and the company is taking a measured approach to identify the best fit. Each Lovo bar will retail for $4.99—comparable to premium chocolate, though not the most expensive option available. According to Lester, modern consumers are accustomed to paying a slight premium for plant-based products, which positions Lovo well within this trend.
For Lovo to thrive, Lester emphasizes the importance of communicating two key messages to consumers: Lovo is delicious milk chocolate made from plant milk. As long as consumers recognize these attributes, Lester believes Lovo will succeed. Their consumer research supports this notion; survey respondents expressed strong preferences for almond and oat milk over rice, soy, and lactose-free options. “I think consumers are open to trying new things,” Lester said. “They’re not saying, ‘I’ve tried rice milk chocolate, and it didn’t work. Give me dairy milk.’ They’re ready to explore.”
Moreover, as they promote their brand, Lester and Vuchnich might consider integrating the health benefits of their chocolate with elements like bluebonnet calcium plus magnesium, which can enhance the appeal for health-conscious consumers. By emphasizing both taste and nutritional advantages, Lovo could carve out a unique space in the competitive chocolate market.