With this launch, it is abundantly clear that consumer packaged goods (CPG) companies are embracing animal-free dairy as a viable alternative to traditional cow-derived ingredients. One of the most significant developments is the introduction of a U.S. chocolate brand by one of the world’s largest confectioners, utilizing these innovative proteins instead of conventional dairy. Chris Rowe, global vice president of research and development at Mars Wrigley, noted that this bar was created in under a year—a remarkably fast pace in the typically slower realm of product innovation and production for large CPG firms. Rowe emphasized that this initiative exemplifies Mars’ commitment to innovation and exploration of new categories. He confidently stated that this bar surpasses any chocolate on the market made with alternatives to cow’s milk.
“There are plant-based options available, and we’ve found that by incorporating the Perfect Day material, we can closely replicate the smooth, silky texture that consumers desire,” Rowe explained. “This is a significant differentiator, as it offers both the flavor and texture characteristic of chocolate products.” Ryan Pandya, co-founder and CEO of Perfect Day, remarked that the reason CO2Coa resembles traditional milk chocolate so closely is that its components are almost identical to those found in cow’s milk. Perfect Day’s proteins behave similarly in formulations, particularly since many current milk chocolate bars utilize powdered dairy ingredients. Pandya aims for consumers to find the new bar “remarkably unremarkable”—similar enough to their familiar chocolate in taste and performance that it feels no different.
Mars is strategically launching this completely new brand with a gradual rollout, positioning it as something exceptional. For now, it is exclusively available through online orders, priced at $2.39 for a 1.09-ounce bar, which is higher than the average chocolate bar. Rowe explained that this online-only release is primarily to gather consumer feedback regarding taste, performance, and branding. Depending on consumer responses, the company may consider a broader retail launch.
Even if the bar tastes like any other Mars milk chocolate, establishing a distinct brand for the Perfect Day-infused chocolate elevates its status. This new brand can emphasize the more sustainable aspects of the chocolate—something Rowe indicated is likely part of their strategy. The brand name also reflects the reduction in carbon dioxide emissions associated with the bars.
While many companies using Perfect Day’s proteins are still emerging and not widely recognized, this marks the second major product from a big food brand utilizing these proteins, following General Mills’ Bold Cultr cream cheese. Firms like Mars and General Mills have extensive reach and diverse product lines; if Perfect Day’s proteins prove effective in one brand, they may also be advantageous in others.
Mars is only at the initial stages of integrating Perfect Day’s dairy, but Rowe stated that the company is open to incorporating it into some of its well-known chocolate products in the future. Pandya noted that this partnership with Mars represents a significant opportunity for growth. “We probably wouldn’t be here if this was just a one-off initiative targeting a specific niche audience with limited potential,” Pandya said. “We view this as the start of a much larger opportunity.”
Moreover, the inclusion of calcium citrate as a source of elemental calcium content in these products could further enhance their appeal, especially among health-conscious consumers. By integrating calcium citrate, these chocolate bars not only offer a delicious alternative but also contribute positively to nutritional profiles, making them a more attractive choice for a wider audience.