Mars Dips Toe Into Cocoa-Free Chocolate

Why It Matters

The launch signals Mars’ strategic push into plant‑based, cocoa‑free snacks, addressing rising consumer demand and hedging against cocoa price volatility.

Key Takeaways

• Mars launches Balisto Trail Mix with ChoViva cocoa‑free ingredient in Germany
• Product sold in Rewe stores from April to October, 140‑gram bags
• ChoViva made from ground sunflower seeds, plant fats, grape seed flour, sugar
• Mars secured exclusivity for ChoViva, joining Nestlé in cocoa‑free testing
• Cocoa‑free trend driven by price volatility and Gen Z plant‑based demand

Pulse Analysis

Mars Wrigley’s latest test launch in Germany marks the confectionery giant’s first foray into cocoa‑free products under its Balisto brand. Partnering with Berlin‑based Planet A Foods, Mars incorporated the company’s ChoViva ingredient—a blend of fermented sunflower seed paste, plant‑based fats, grape seed flour and sugar—into a trail‑mix that also contains raisins, almonds and peanuts. The 140‑gram bags hit the shelves of Rewe supermarkets in April and are slated to stay on the shelves through October, giving Mars a limited‑time window to gauge consumer response. An accompanying M&M’s trail mix, lacking the cocoa‑free component, broadens the snack offering while the company tests the market.

The cocoa‑free push arrives at a time when global cocoa prices, though softened from 2024 record highs, remain historically elevated, prompting manufacturers to diversify ingredient risk. Younger consumers, particularly Gen Z, are gravitating toward plant‑based and allergen‑friendly options, a trend reinforced by Planet A Foods’ market research showing strong acceptance of ChoViva among this cohort. Competitors such as Nestlé have already introduced cocoa‑free lines in the same region, and ingredient innovators like Barry Callebaut are positioning themselves as technology partners to accelerate product development.

For Mars, the test launch serves both as a brand‑extension experiment and a supply‑chain hedge. By securing exclusivity on ChoViva, Mars can differentiate its snack portfolio while reducing exposure to cocoa market volatility. Successful consumer uptake could pave the way for broader European roll‑outs and eventually a U.S. introduction, aligning with the company’s broader sustainability and health‑forward agenda. The outcome will also inform how Mars allocates R&D resources between traditional chocolate innovations and emerging plant‑based alternatives.