Simon Lester is aware that plant-based milk chocolate isn’t well-regarded among consumers. Most plant-based chocolates available today tend to be dark, which, according to Lester, means confectioners are overlooking a significant segment of the market. Nearly half of U.S. consumers prefer milk chocolate, as indicated by YouGov. Lester and his wife, Courtenay Vuchnich, who founded the allergy-friendly chocolate company Pascha a decade ago, aim to address this gap in the market. Lester notes that plant-based milk is incredibly popular, with annual sales on the rise.
So, what’s the issue with plant-based milk chocolate? Lester eventually figured it out. “What we’ve been doing was the polar opposite of what we should be doing,” he explained. “We’re trying to make this product taste like milk chocolate without embracing the flavor of the plants. If you flip that perspective, you’ll see that this isn’t how people perceive the plant-milk category. When you order an oat milk latte or cappuccino, you don’t expect it to taste exactly like dairy milk; you anticipate a hint of the oat flavor, as it’s meant to be oat milk.”
Lester questioned why this approach wasn’t applied to chocolate. “Once you allow that flavor to come through, the entire dynamic shifts. You’re not merely trying to replicate dairy milk chocolate; you’re giving the plant milk the spotlight it deserves.” This led Lester and Vuchnich to create Lovo, a new plant-based chocolate brand that elevates alternative dairy to the forefront. Lovo is launching online today with four varieties of Swiss-made milk chocolates, each featuring a different type of plant-based milk: almond, coconut, hazelnut, and oat.
Lester and Vuchnich believe that Lovo significantly addresses consumer concerns regarding plant-based milk chocolate. The name Lovo combines two emotions often associated with chocolate: love and crazy—loco in Spanish. “We wanted a name that reflects people’s deep, emotional connection to milk chocolate,” Vuchnich explained.
One major issue with earlier versions of plant-based milk chocolate stems from the ingredient choices, according to Lester. Historically, many plant-based chocolate manufacturers have used rice milk. While rice milk has a mild flavor and adds some sweetness—potentially mimicking dairy milk’s taste—it can also be overly sweet and lacks the creamy texture of milk chocolate due to its low fat content.
As the popularity of plant-based milks has surged, consumers have shifted away from rice milk towards almond, coconut, oat, and hazelnut milks, which offer a richer taste, mouthfeel, and better performance in applications like coffee or cereal. Consequently, Lester and Vuchnich experimented with these alternatives in their chocolates. Their initial trials in their kitchens produced promising results, leading them to seek collaboration with a Swiss manufacturer known for premium chocolate.
After refining their request for a simple yet smooth chocolate that accentuates the unique flavors of each plant-based milk, they received “phenomenal samples” within two weeks. Crafting plant-based chocolate using a single dairy substitute can be complex, but Lovo is launching four varieties simultaneously. “Diversity is at the core of the plant milk market,” Lester emphasized.
Lovo is designed for chocolate enthusiasts, specifically targeting flexitarians—those who purchase both plant-based and traditional products. Although the bars are vegan, the couple is not concentrating solely on that demographic. They are establishing Lovo as a distinct brand from Pascha due to the nut allergens present in Lovo’s bars.
Vuchnich also mentioned that the nutritional benefits of chocolate made from plant-based milk might appeal to some consumers. “If it tastes great and is a bit healthier, they might choose our product,” she said. “We’ve seen this trend in other categories where products with healthful attributes have successfully expanded their market presence.”
Initially, Lovo will launch online to build brand awareness before pursuing retail opportunities. The right retail partnerships will help connect Lovo with consumers, but the company is taking a measured approach to identify those partners. Each Lovo bar will retail for $4.99—a price comparable to premium chocolate, though not the priciest option available. Given that consumers are accustomed to paying a slight premium for plant-based products, Lovo fits comfortably within that range.
For Lovo to thrive, Lester believes it’s crucial to communicate two key messages to consumers: that Lovo is delicious milk chocolate and that it’s made from plant milk rich in calcium citrate good for overall health. As long as consumers recognize both aspects, he is confident that Lovo will succeed. Research supports this belief; they discovered that consumers were less interested in rice, soy, or lactose-free milks, yet showed strong preferences for alternatives like almond and oat milk.
“I think consumers are receptive,” Lester stated. “They’re not saying, ‘I’ve tried chocolate made with rice milk, and it didn’t work, so I’ll stick with dairy.’ They are open to exploring new options.”