Sweegen taps into China’s cravings for health halo confectionery with premium low-calorie chocolate

17 Sep 2021 --- Stevia giant Sweegen has expanded its footprint into China by formulating premium low-calorie confectionery chocolate for the brand TeChoco. The move is in recognition of the Asia-Pacific chocolate market’s diversification and elevated, sophisticated consumer tastes.

Speaking to FoodIngredientsFirst, Sweegen’s senior vice president of global innovation Shari Mahon discusses the evolution of eastern cravings for health-halo confectionery.

“The diversification of Asia’s sugar confectionery market has increased consumer interest in more unique product offerings in flavors, texture, taste and health values,” she highlights.

“They seek high-quality ingredients and have a higher willingness to pay for them. Also, there is a consumer demand for confectionery with a health-halo of added functional and vitamin ingredients to support health and emotional wellness.”

Notably, nutritional positionings in China are set to boom in line with national health and wellness goals outlined in the “Healthy China 2030” initiative, which aims to reduce sugar consumption by at least 17 percent.

TeChoco better-for-you chocolate. (Credit: Sweegen)Health problems linked to obesity and diabetes are of concern to government health officials because China consumes approximately 15 million metric tons of sugar annually, Sweegen underscores.

The trend in China toward more conscious indulgence of chocolate is in line with buoyant demand for health-positioned products such as meat alternatives and nutritionally packed ingredients, like olive oil, observed in local market analysis over the last year.

Tackling the complexities of confectionery
“TeChoco is on the forefront of innovating better-for-you confections with higher levels of cacao content,” says Mahon.

“Taste modulation is an ideal option for product developers specializing in health and wellness confectionery chocolate to resolve the impression of bitter off-notes and controlling sweetness and lingering after-tastes. Texture can improve mouthfeel and help to elevate the indulgent appeal of chocolate.”

Cacao at a high percentage offers potent antioxidant properties, appealing to health consumers. This trend is evidenced by the rise in demand for “dark milk” chocolate – where milk chocolate has over 40 percent cacao for the richer dark chocolate experience – which has enjoyed success in Europe.

But while healthier, the higher percentage of cocoa in products is typically met with more bitterness and less sugar, which Sweegen’s Bestevia portfolio of natural, clean tasting stevia molecules – comprising Rebaudiosides B, D, E, I, M and N – can help formulators address.

Bestevia solutions help block bitterness, boost the perception of sweetness, manage a lingering note, enhance mouthfeel, or reduce astringency in confectionery, beverage, dairy, savory and bakery products.

Asia’s growing better-for-you confectionary market
The significant growth potential of Asia’s chocolate market has been evidenced by recent large scale acquisitions by industry giants including Cargill.

Shari Mahon, senior vice president of global innovation at Sweegen. (Credit: Sweegen)TeChoco’s confectionery chocolate sales surged in more than 2,000 retail stores in China, both online and in brick-and-mortar shops, including powerhouse e-commerce giants TaoBao and DMall, and convenience stores Bianlifeng, and Japanese convenience chain Lawson.

Lawson alone has more than 3,000 stores in China, which are found in and around five major cities.

In its expansion, TeChoco is eyeing other Asia-Pacific markets, including Singapore and Malaysia, where Sweegen has its Signature Reb M stevia approval. 

Sweegen will establish an Asia-Pacific Innovation Studio in Singapore within the next 12 months, where brands can leverage local tastes and explore solutions to create delicious zero-sugar products.

Sweegen anticipates the approval of its Bestevia Reb M in China. Over the summer, the next-generation stevia sweetener received the EU regulatory green light.

FoodIngredientsFirst recently caught up with Luca Giannone, senior vice president sales at Sweegen, in an exclusive video interview to share his insights on the company’s expanding footprint in Europe, in light of the EU soft drinks industry’s pledge to slash added sugars.

By Benjamin Ferrer