Chocolate makers innovate in a bid to entice health-conscious consumers

Consumers may be prepared to pay more for chocolate they believe is healthier or better quality

Raw chocolate KitKats, Dark Milk, vegan bars with quinoa and now “ruby” chocolate: the world’s biggest chocolate makers are looking for ways to keep increasingly health-conscious consumers coming back for more.

Sales of mainstream milk chocolate bars have stagnated as consumers worried about obesity and heart disease turn to snacks with less sugar and fat, or hold out for the occasional indulgent splurge on expensive, high-end chocolate.

The shift in attitudes is forcing global firms from Mars Inc. to Mondelez International to Nestle to rebrand or reformulate their mass-market chocolates to create a healthier image, or sell a more expensive premium experience.

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