Market Positioning for ChoViva

ChoViva, a groundbreaking chocolate alternative by Planet A Foods, is transforming the confectionery industry. Made from sunflower seeds, ChoViva produces up to 85% less carbon per kilogram than cocoa-based chocolate. Beyond its impressive carbon savings, it also boasts a supply chain free from exploitation and child labor. Remarkably indistinguishable from real chocolate, ChoViva has been a running success, finding its way into hundreds of products globally.

The Challenge

As ChoViva prepared for a US and UK market launch, the brand faced a critical challenge: positioning itself effectively to attract procurement managers and buyers at retailers developing private-label and store-brand products. The strategy needed to:

• Highlight the product’s inherent social and climate benefits.
• Emphasize its tangible value for money and price advantage.
• Differentiate ChoViva in highly competitive markets.

Our Approach

This was a strategy project focused on crafting a clear, compelling market positioning tailored to B2B audiences in the US and UK. Our approach included:

1. Defining Core Messaging

We developed a positioning strategy that balanced the product’s ethical and environmental benefits with its economic advantages. The messaging underscored:

• Up to 85% lower carbon emissions per kilogram.
• A transparent, exploitation-free supply chain.
• Competitive pricing and superior value for money.
• Its seamless integration into existing products, with no compromise on taste or texture.

2. Targeting Procurement Decision-Makers

Understanding the priorities of procurement managers and buyers, we crafted tailored messaging that spoke directly to their needs:

• Cost efficiency and reliability.
• Meeting sustainability targets without compromising product quality.
• Adding a differentiated, high-demand product to their portfolios.

The videos followed TikTok trends, incorporating humor, irony, and visually captivating moments designed for maximum shareability.

3. Competitive Positioning

We mapped ChoViva’s benefits against competitors, identifying unique selling points that would resonate in both the US and UK markets. The focus was on its dual value as a climate-friendly and cost-effective alternative to traditional chocolate.

Outcome

Our strategy equipped Planet A Foods with a clear roadmap for launching ChoViva to B2B audiences in the US and UK. The positioning effectively communicated ChoViva’s strengths, helping the brand:

• Attract procurement managers and buyers focused on sustainability and value.
• Differentiate itself in competitive markets with clear, compelling messaging.
• Reinforce its identity as a leader in climate-conscious food innovation.

Reflections

ChoViva’s story highlights how innovation in product development can redefine market dynamics. By focusing on both tangible and intangible benefits, we crafted a strategy that connected with decision-makers and positioned ChoViva as a cornerstone of sustainable private-label products.