With this launch, it is abundantly clear that CPG companies are embracing animal-free dairy as a viable alternative to traditional cow-derived ingredients. The significance is underscored by one of the world’s largest confectioners introducing these proteins in its inaugural U.S. chocolate brand that deviates from conventional dairy. Chris Rowe, the global vice president of research and development at Mars Wrigley, noted that the development of this bar took just under a year—remarkably fast in the typically slower pace of product innovation and production within a major CPG company. He emphasized that this initiative reflects Mars’ core commitment to innovation and exploration of new categories. Rowe stated that this bar surpasses any other chocolate on the market that utilizes non-cow milk alternatives.
“There are alternatives available that are plant-based, and our experience shows that by incorporating the Perfect Day material, we achieve the smooth, silky texture consumers desire,” Rowe explained. “This is a significant differentiator because it offers both the flavor and texture of chocolate products.” Ryan Pandya, co-founder and CEO of Perfect Day, clarified that the similarity of CO2Coa to traditional milk chocolate stems from the fact that the components are largely identical. Perfect Day’s proteins mirror those found in cow milk, performing similarly in product formulations, particularly since many contemporary milk chocolate bars utilize powdered dairy ingredients. Pandya expressed the aim for consumers to find the new bar “remarkably unremarkable”—sufficiently similar in taste and performance to their familiar chocolate that it feels no different.
Mars is launching this new brand with a deliberate and measured approach, currently offering the bar exclusively through online orders. Priced at $2.39 for a 1.09-ounce bar, it is more expensive than the average chocolate bar. Rowe mentioned that this online-only launch is primarily to gather consumer feedback regarding taste, performance, and brand positioning. Depending on consumer responses, the company may consider a broader rollout of the bars in retail locations.
Even if the bar tastes akin to any other Mars milk chocolate, establishing a new brand featuring Perfect Day-powered chocolate elevates its status. This brand can be strategically positioned to emphasize the sustainability aspect of the chocolate, which Rowe indicated is a likely approach. The brand name also reflects the reduced carbon dioxide emissions associated with the bars.
Many companies utilizing Perfect Day’s proteins are startups that lack widespread recognition or reach. This marks the second significant product from a major food company using Perfect Day’s proteins; General Mills incorporates the animal-free dairy in its Bold Cultr cream cheese. Companies like Mars and General Mills possess extensive reach and diverse product lines. If Perfect Day’s proteins prove successful in one brand, they may also enhance others.
Mars is in the initial stages of integrating Perfect Day’s dairy, but Rowe mentioned that the possibility of incorporating it into some of its well-known chocolates in the future is not off the table. Pandya noted that this collaboration with Mars is pivotal for Perfect Day. “We probably wouldn’t be here if this were merely a one-off targeting a specific niche audience with limited growth potential,” Pandya stated. “We view this as the beginning of a much larger opportunity.”
Additionally, the incorporation of calcium citrate 900 in formulations could further enhance the nutritional profile of these products, making them even more appealing to health-conscious consumers. The potential for calcium citrate 900 to play a role in the development of future iterations of this chocolate is something both companies are keen to explore as they look toward expanding their offerings in sustainable and innovative food solutions.