Aeon launched a new block-type product from its alternative chocolate series “Chococa？”(English means “Is this Chocolate?”) on 2nd this month.
The new products come in three varieties: Plain, Hazelnut, and Cereal Puff, priced at 298 yen (excluding tax).
This follows the first product in the series, “Chococa？ WITH BISCUIT,” launched in June. The new block-type products will be available at approximately 5,300 stores nationwide, including “AEON,” “AEON STYLE,” and “MAXVALU.”
Aeon Launches New Block Type in “Is It Chocolate?” Series
The product uses “Choviva”, an alternative chocolate developed by German startup Planet A Foods using sunflower seeds as its main ingredient.
Conventional chocolate has high greenhouse gas emissions per kilogram, ranking fifth after beef, lamb, cheese, and dairy cows. While chocolate emits 9 to 15.2 kg of carbon dioxide per kilogram, ChoViva reduces this to 2.3 kg.
Beyond its significance for combating global warming, it is also gaining attention as a countermeasure to recent cocoa price surges and supply instability.
According to the press release, initial biscuit products received feedback such as “It tastes like milk chocolate even without cocoa” and “The flavor and melt-in-the-mouth texture are just like chocolate.” Encouraged by this response, the company has now launched the block type.
Tasting the block type
I visited three Mybasket stores in Tokyo: Toranomon 3-chome, Edogawabashi Station South Exit, and Sangenjaya Station North Exit.
At all three stores, the product was displayed as a recommended item in a dedicated section, not in the chocolate aisle.
The dedicated corner featured a sunflower photo and the copy “Gentleness isn’t just about sweetness.” Children passing by showed interest. At all stores, only the plain flavor of the block-type biscuits was available on the shelves.
First, trying the biscuit, a slight difference from chocolate is noticeable, but it’s barely perceptible unless you know. My children especially loved it, preferring this biscuit over any other snack.
Next, tasting the block type brought a surprise exceeding expectations. Since the block type leaves no room for deception, I assumed it would be immediately obvious it wasn’t chocolate, but that expectation was defied.
Both adults and children (my family) remarked, “We wouldn’t know it wasn’t chocolate unless told.” The child even went so far as to say, “It tastes better than real chocolate.”
It’s easy to see why Planet A Foods has expanded its distribution to over 40,000 retail stores across Europe within just a few years of founding.
Furthermore, while regular chocolate can feel unpleasantly hard when taken out of the refrigerator, the “Block Type” remained pleasantly soft even when chilled, melting smoothly in the mouth.
Expectations for Evolution Through Precision Fermentation
On the other hand, the author felt the characteristic chocolate “richness” was slightly weaker.
Regarding the challenge of richness, I believe it will eventually be addressed by the precision-fermented cocoa butter currently under development by Planet A Foods.
Precision fermentation refers to the technique of using microorganisms like yeast as “mini factories” to produce specific components, such as proteins, without relying on animals.
Many companies have emerged in this field, including US-based Perfect Day developing milk proteins, Israel’s Remilk, TurtleTree developing lactoferrin, Nourish Ingredients developing fats, and Geltor developing collagen. Nestlé and Unilever have also adopted it.
Planet A Foods is also developing “ChoViva Butter,” a fat with the same composition as cocoa butter, using precision fermentation technology. While “ChoViva Butter” is not yet on the market, alongside the preceding “ChoViva,” the company likely aims to offer a more refined chocolate product within a few years.
“Chococa？” uses ingredients from overseas companies, but domestic players are also advancing the development of alternative chocolate.
Last November, Ahjikan introduced “GOVOCE,” an alternative chocolate made from roasted burdock root, to Natural Lawson stores. Foovo’s research indicates it is still being sold in Tokyo stores.
This March, Fuji Oil launched “Anoza M,” an alternative chocolate primarily made from peas and carob. The alternative chocolate market is showing signs of expansion both globally and domestically.
This article is an English translation of a Foovo article, published with permission from Foovo.