The launch, which is slated for March 2022, will feature the brand’s plant-based take on classics such as KitKat and Reese’s Peanut Butter Cups in the candy aisle using coconut-based ingredients.
According to a recent report from the National Confectioners Association (NCA), more than 80% of consumers report eating chocolate from at least two of three main chocolate segments: mainstream (Hershey and Mars), premium (brands such as Ghirardelli and Lindt), and fine chocolate.
With its plant-based take on familiar formats, Dream Pops is aiming to play somewhere between mainstream and premium chocolate segments.
“The vision has evolved from being a disruptive ice cream and frozen confectionery player to now, we’d really like to be the Willy Wonka of all desserts to compete with Hershey, Mars, and Ferrero, with plant-based treats. Being non-frozen also opens up direct-to-consumer and Amazon,” Greenfeld told FoodNavigator-USA.
“We’re targeting American cult classics that consumers have already fallen in love with and creating plant-based versions of them with less than 8-10 ingredients and no gums or stabilizers.”
While not ready to release any specific details on what the confectionery products would actually be, Greenfeld shared that they will be “snackable, confectionery” items made with coconut milk and coconut sugar instead of alternative sweeteners or sugar alcohols.
“I’m bullish on coconut sugar more so than sugar alcohols or alternative sweeteners. It’s less about ‘zero sugar’, but more about ‘good’ sugar — lower glycemic index and clean ingredients,” said Greenfeld.