ChoViva available at REWE

Planegg, 07.02.24 - ChoViva, the sustainable chocolate alternative made with oats and sunflower seeds, will be available from 12.02.24 in selected private label products from REWE and PENNY. The REWE Group is the first food retailer in Europe that chooses to incorporate ChoViva into its own established and high-selling products.

This demonstrates that the Munich-based startup Planet A Foods has developed a sensory equivalent product to cocoa as an ingredient.

• REWE and PENNY are introducing ChoViva in multiple private label products, making them the first trading partners in Europe to use cocoa-free chocolate.
• This signifies a significant step towards the mass market for the food manufacturer Planet A Foods and reflects the growing interest in the sustainable chocolate alternative.
• Numerous discussions with other retail and industry partners for the introduction of additional products are already underway.

"With the combination of delicious taste, an attractive price point, and sustainability, we were able to quickly convince the REWE Group to launch confectionery with ChoViva," says co-founder and CEO Maximilian Marquart. "This launch not only highlights the strong interest of retailers in our cocoa-free chocolate, but also signals that our ChoViva has successfully entered the mass market." As a B2B company for the production of sustainable, future-proof food ingredients, Planet A Foods sets its strategic focus on both branded and private label products. Only with high-selling products a relevant ecological impact can be achieved.

REWE and PENNY are the first trading partners that Planet A Foods has won over. Thanks to their innovation and speed, several private label products with ChoViva will be launched from mid-February, with some being permanently available nationwide and others as limited-time promotional items.

"ChoViva convinced us immediately - both in terms of quality as an ingredient and its benefits for nature, climate, resource conservation, and raw material availability," says Marcel Weber, Managing Director of National & International Private Label Goods at the REWE Group. He emphasizes, "The REWE Group is continuously working on the development of customer-oriented assortments. Sustainability is of high strategic importance. Furthermore, more sustainable and plant-based products are consistently trending across all generations. Therefore, the REWE Group is constantly searching for new approaches and pioneering ideas that bring us closer to our goals. Outstanding innovations with true market potential always have a good chance of making it onto the shelves of REWE and PENNY stores."

Planet A Foods collaborated closely with manufacturers in the product development to present balanced products to the REWE Group. Co-founder Sara Marquart highlights, "We are proud that our partners seamlessly integrated ChoViva into their existing chocolate production. We conducted plant trials in close cooperation with our partners and hence were able to offer REWE and PENNY a range of products at a fast pace."

To achieve the ambitious goal of saving 500 million tons of CO2 annually, Planet A Foods is in discussions with more trading partners and brand manufacturers and is preparing for expansion into the UK. To drive this forward, Planet A Foods also presented itself at the ISM confectionery trade fair at the end of January with its own booth. In addition to many discussions with the industry and trade, the innovation ChoViva received two awards: With ChoViva Planet A Foods won the internationally renowned "New Product Showcase" innovation award that is given and evaluated by experts, and the product "ja! Neapolitaner Waffles with ChoViva" won the "ISM Consumer Award" chosen by consumers.