KEEPING IT COCOA

Next up, brands are also following dietary trends, in a bid to cater for health conscious and vegan consumers. Australianbased confectionery brand Nomad Chocolate for example has combined the creation of a vegan, gluten-free, dairy free and preservative free brand, with a deeper exploration of cocoa itself. The brand calls out the flavour complexities of cacao grown in different regions across the world. Exploring terroir is a new area for the category, but taps into consumer desire for connoisseurship, exploration, traceability and goes some way to helping hot chocolate catch up to rival categories such as coffee, where a focus on the bean varietals and country of origin has long been a focus, highlighting to consumers what to expect flavour-wise and signalling quality. Expect more brands to promote themselves using this barista-style approach.