INTERVIEW


legally be called “chocolate.” Our product has zero cocoa, so in the UK and Europe, we can’t call it chocolate. That’s why we use the term “cocoa-free chocolate alternative.” A big part of what we’re doing now is helping people understand how beneficial that alternative is both in terms of sustainability and taste. Consumer awareness is a hurdle. People


often make assumptions about what a cocoa- free chocolate will taste like, without knowing the process or the outcome. That’s one reason we’re not too precious about putting “Win- Win” on every product just yet. If a delicious chocolate-covered biscuit or panettone is made with Win-Win, that’s good enough for us — because we know we’re making a difference. Over time, as cocoa prices keep rising and


products keep shrinking, consumers will start to ask questions. And when they do, we’ll be ready with the answers and with a better solution.


Consumers will benefit because the


You’ve mentioned shrinkflation and price volatility affecting the chocolate market. So how do you see Win-Win reshaping the economics of


chocolate production and supply? MG: When I speak to customers, I describe this as a food security issue. It’s not about survival — no one’s going to starve without chocolate — but in many markets, people really count on it. Chocolate is a comfort, a treat, and a ritual. I believe we’ll see cocoa increasingly reserved for premium, fine chocolate, the special occasion bars we’re willing to spend more on. Win-Win will become the go-to solution for everything else, especially the mass- market products that currently rely on an unsustainable ingredient.


14 • KENNEDY’S CONFECTION • JULY 2025


chocolate they love won’t need to get smaller or more expensive. Manufacturers benefit because Win-Win works just like chocolate, it behaves the same way in production, so there’s no need to reformulate or redesign processes. In fact, it frees them up to focus on innovation again, instead of worrying about price spikes or availability issues.


And then looking ahead — what’s next for Win-Win? Are you planning to expand your product line, scale internationally, or collaborate with


big name brands? MG: In chocolate, we’re focused on scaling, innovating, and partnering with big-name brands. Many chocolate businesses are


WE’VE DEVELOPED A VERY SPECIFIC FERMENTATION


PROCESS THAT USES CEREALS AND NUTRIENTS TO GENERATE THE SAME FLAVOUR COMPOUNDS YOU GET FROM COCOA


household names — and we expect to work with them. Right now, we’re operating B2B, selling to manufacturers. We don’t yet have a consumer-facing range, although that might come eventually, to help people understand who we are and what we offer. To really drive change, the industry as a whole needs to convert to Win-Win. That means we’re developing a broad range of product types — different levels of milk or dark, different formats like powders or liquids — similar to what large chocolate suppliers offer today. But our fermentation technology isn’t


limited to chocolate. We’re also exploring other ingredients like coffee and vanilla. These are crops that grow in similar conditions and face similar challenges with climate change and sustainability. While chocolate is our focus right now,


there’s huge potential to bring the same approach to other unsustainable food systems. So watch this space.


It’s really any commodity market, isn’t it, that is struggling right now due to things like climate change


and demand. MG: These flavour crops — chocolate, coffee, vanilla — grow in similar regions and share similar vulnerabilities. Over centuries, we’ve developed a deep love for these foods. Having spent my whole career in the


food industry, I care deeply about flavour and sustainability. Food is central to how we live, celebrate, and connect. It brings people together. I’m proud that we’re creating a product that delivers all of that, while being far more sustainable than conventional chocolate.


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