The latest Lindt chocolate does not contain any refined sugar. That is why the product must not be called chocolate. But that shouldn’t hurt the Lindt brand.
The Lindt product “Excellence Cacao Pur” cannot call itself chocolate.
The reason for this: It does not contain any sugar and is therefore not chocolate by definition.
According to brand expert Stefan Vogler, this should not have any impact on success.
For smaller chocolate brands, however, the regulation is bad.
Lindt & Sprüngli normally advertises melt-in-the-mouth chocolate. But the chocolatier can only call the latest creation “Excellence Cacao Pur” a cocoa product. Because the chocolate does not contain any refined sugar, as the Sunday newspaper writes.
But chocolate and chocolate products must contain cocoa and types of sugar, as stated in the ordinance of the Federal Department of Home Affairs on foods of plant origin, mushrooms and table salt. Otherwise the products cannot be called chocolate.
The German chocolate manufacturer Ritter Sport was also not allowed to call its latest product “Cacao y Nada” chocolate.
But that goes against the grain for the company: “If sausage can be made from peas, chocolate doesn’t need sugar either. Wake up! ”Complained company boss Andreas Ronken. Ritter Sport now wants to campaign for a change in the regulation.
Extra permit is possible
It is already possible to call chocolate without refined sugar chocolate. This year, Barry Callebaut’s Wholefruit Chocolate will be launched in Switzerland. But this does not contain sugar.
In order to call the product chocolate anyway, the manufacturer has had a license for novel foods obtained from the EU authorities and in other countries. However, this procedure is complex.
The company was not available for inquiries on Sunday.
“Whoever buys Lindt thinks chocolate”
According to brand expert Stefan Vogler, Lindt could have afforded an extra permit to name their latest product chocolate. “But this regulation is probably not so bad for Lindt: Anyone who buys Lindt automatically thinks chocolate,” says Vogler.
This is how the product comes in typical Lindt packaging. Most consumers would probably not even notice that the product is not officially called chocolate. “Whether this chocolate will be successful depends above all on whether people like it.”
Unknown brands need the word chocolate
The food law definition could have serious consequences for small and unknown chocolate producers: “Unknown products or brands need the word chocolate so that customers perceive them as such,” explains Vogler.
If sugar-free chocolates are very successful, an adjustment of the specifications is conceivable. After all, making the term chocolate dependent on sugar is not really understandable, says Vogler. “In addition, from a health policy point of view, it is also desirable that there is also chocolate with little or no sugar.”
The moderate intake of sweeteners as part of a balanced diet has no negative effects on health. However, excessive consumption of more than 20 to 30 grams of sweetener per day can lead to diarrhea.