Today Mars announced the launch of a new animal-free chocolate under the brand CO2COA. Developed in partnership with precision fermentation specialist Perfect Day, the chocolate is available today via the product’s new website.
While Mars already offers a range of vegan chocolate bars, this is the first bar from a major candy brand that replaces animal dairy with identical proteins produced through precision fermentation. A German startup by the name of QOA announced last year they are using precision fermentation to develop new chocolate, but their focus is on replacing cocoa rather than animal inputs. The Mars deal follows an announcement made by Perfect Day and Betterland Foods in March of an animal-free chocolate bar.
The new candy is available only via a new website and “while supplies last,” which tells me Mars is trialing the concept before committing to a longer-term product launch (and rollout at retail). It’s reminiscent of the toe-in-the-water that Starbucks took with its testing of Perfect Day’s animal-free dairy. My guess is the company will keep a close on customer response and, possibly, eye a wider rollout in time if the response is positive.
For Perfect Day, the Mars deal is yet another in a growing list of partnerships the company has inked with consumer-facing brands to utilize their animal-free dairy in products such as gelato, chocolate milk, and protein powders. The company also continues to periodically add new products under their own consumer brand subsidiary, Urgent Company, adding protein powders late last year and acquiring another ice cream brand, Coolhaus, to add to their ice cream lineup alongside Brave Robot.