Epogee, a developer of EPG – the ingredient that eliminates most calories from fat – has revealed its ingredient is now a key component in Gatsby Chocolate’s latest line of better-for-you chocolate bars.

Touted as “a breakthrough,” Gatsby’s product release achieves unheard-of calorie reduction while maintaining melt-in-your-mouth indulgence by using EPG’s GMO-free, plant-based fat alternative technology. 

“Similar to how Halo Top increased the frequency with which consumers can eat ice cream, Gatsby Chocolate uses EPG, making it the first-ever low-calorie chocolate that should allow consumers to eat chocolate more frequently than they traditionally have,” Tom Burrows, CEO and president of Epogee Burrows tells FoodIngredientsFirst. 

EPG is a fat ingredient derived through revolutionary food technology that functions like traditional fats but dramatically lowers calories without any tradeoffs to taste, texture or digestion. 

The pandemic effect
Burrows explains that the most significant trends in chocolate fall into two categories. 

“We see that COVID-19 is impacting consumer behavior, and there are also key macro trends that you see across all food categories.” 

“This includes healthier options with lower sugar or lower carbs, plant-based options and options that focus on sustainability. Pricing has also trended upwards with higher demand with the likes of Hershey’s increasing prices for the first time in years,” Burrows says. 

Moreover, with more consumers at home during COVID-19, baking has dramatically increased, resulting in demand for baking chips and other smaller format chocolate confectionery items. 

Yearning for a healthier bar
Consumers have been yearning for chocolate that tastes great without derailing their quest for a healthier lifestyle. 

But before Gatsby, chocolate makers have been limited to sugar substitution as a source of calorie reduction. 

EPG opens up a whole new avenue of better-for-you formulation, eliminating up to 92 percent of calories from fat – with no compromise in the rich taste and indulgent experience chocolate lovers crave. 

Gatsby Chocolate bars have less than half the calories of regular chocolate bars and approximately one-quarter of the sugar, yet they retain everything that makes chocolate, chocolate, Burrows stresses. 

“EPG alternative fat technology makes it possible to retain everything people love about chocolate – great taste, texture and mouthfeel – while significantly reducing overall caloric content. Now consumers have a healthier choice to satisfy their chocolate craving without all the sugar, calories and guilt that can come with a typical chocolate bar,” he details.

Milk and dark varieties 
Available in both milk and dark chocolate styles, the bars are launching in more than 1,500 US retail locations, including Kroger, Ralph’s, Mariano’s, Fred Meyer, QFC, Fry’s and other Kroger banners, and are available online.

“Milk chocolate continues to dominate the conventional market wheras various forms of dark chocolate continue to dominate the premium market,” Burrows observes. 

“It’ll be interesting to see whether a larger market develops for traditionally smaller niches, like white chocolate or international flavor profiles.”

Reimaging and reinventing 
Doug Bouton, CEO and founder of Gatsby Chocolate and co-founder of Halo Top Ice Cream, says, “just like we did with ice cream, we’re reimagining and reinventing the chocolate bar with Gatsby Chocolate, creating a product for consumers that delivers on taste, texture and health.”

“We tapped into the most important technology to hit the food industry in decades when we discovered Epogee’s revolutionary ingredient innovation. EPG makes it possible for us to offer chocolate lovers indulgent, melt-in-your-mouth chocolate that’s significantly healthier than regular chocolate.” 

What’s happening in the chocolate?
Chocolate trends have been in the spotlight recently.

Reaffirming chocolate’s universal appeal, a survey from Cargill revealed most US consumers indulge in a chocolate-flavored treat every day. 

Meanwhile, “the chocolate dilemma” was flagged by a Taura by IFF executive, who addressed how consumers are pulled from pillar to post when choosing between indulgence and health.

Organic and fair trade claims, and storytelling in particular, are increasingly used in chocolate applications to communicate transparency to the consumer, according to Innova Market Insights. 

Besides red velvet, ruby chocolate and salted caramel, more exotic flavors are upcoming across a variety of chocolate applications, including matcha tea, cherry blossom and acai. Alcoholic drinks and sports nutrition are the fastest growing categories in which cocoa is used.

The market researcher also notes that standing out in the confectionery aisle can be challenging for brands, with so many appealing and colorful choices already available. Many adventurous launches are observed to get the consumers attention that combines unconventional flavors or an element of surprise.