[dfabulich]

I see why they're leaning into the environmental angle, but I think they're better off marketing their product as upscale, better than regular chocolate.

They should be selling upscale, luxury-priced high-end "chocolate" bars, doing taste tests against fancy brands.

[magixx]

While I haven't tried it I think the environmental/conflict-free angle may be the only one they can target. The organic/vegan/vegetarian angle is already out since we do have chocolate meeting that criteria. The fact that their products page has most/all of the products combined with something else leads me to believe the taste isn't there yet which is why IMO they can't go the luxury route if they have an inferior substitute.

Would love to hear from someone who has tried it.

[BJones12]

I don't think you can sell a luxury brand without a luxury story behind it. The creation of a substitute good in times of high cacao prices is the opposite of a luxury.

[dfabulich]

Luxurious margins make it possible to promote a luxury story. Think like Häagen-Dazs.

> "Häagen-Dazs" is an invented pseudo-Scandinavian phrase coined by the American Reuben Mattus, in a quest for a brand name that he claimed was Danish-sounding.

https://en.wikipedia.org/wiki/H%C3%A4agen-Dazs

[ZeWaka]

Yeah, but Häagen-Dazs is actually quite good (as far as commercial store-bought goes), even in blind taste tests...

[mzs]

I've had one of these products and the outer fake chocolate was much worse than chocolate. I don't think the luxury marketing would work.