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.
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.
> "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