PLA Innovation of the Week: Chocolate you can Mold and Shape Into fun Designs

LONDON, August 5, 2011 /PRNewswire/ --

- With Photo

What if chocolate were like modelling clay that you could press, shape and mold into your own designs and then eat when finished?  Now it actually is with the launch of Magic Choc Flexible Chocolate, the first chocolate product to feature a "secret recipe" that enables it to be molded and shaped. New in the UK, this candy is the innovation of the week from Datamonitor's Product Launch Analytics.

Adding "play value" to candies is an obsession for many confectionery companies, but few have gone as far as the I Want Group with its Magic Choc Flexible Chocolate.  Said to be made of 100% Belgian chocolate, the product comes in a mixture of white, dark and milk chocolate pieces that can be squished and shaped into almost any design imaginable.  Among the possibilities are animal shapes like a cat, sheep, rabbit, crocodile, and dog as well as other fun designs like a rocket, ghost, witch hat or flower.  The consumer has complete control to create whatever design they want, and then eat the end result.

Tom Vierhile, Innovation Insights Director for Datamonitor, says, "We have reported clay-type, sugar-based candies in the past that mimic moldable dough, but this product kicks the concept up a notch as it is actually chocolate-based.  And because it can be molded 'as is' without having to melt the chocolate, it adds up to a tasty and creative new way to capitalize on the popularity of do-it-yourself crafts."

Magic Choc comes in a 120g paperboard box which makes 4-5 "treat size" models for £4.99 RRP.

Notes for editors

Product Launch Analytics from Datamonitor is the most comprehensive and detailed source of information for newly launched consumer packaged goods from around the world.

ABOUT DATAMONITOR

The Datamonitor Group (http://www.datamonitor.com) is a world-leading provider of premium global business information, delivering independent data, analysis and opinion across the Automotive, Consumer Markets, Energy & Utilities, Financial Services, Logistics & Express, Pharmaceutical & Healthcare, Retail, Sourcing, Technology and Telecoms industries. Combining our industry knowledge and experience, we assist more than 6,000 of the world's leading companies in making better strategic and operational decisions.

ABOUT MAGIC CHOC

The I Want Group has launched a new Flexible Chocolate in the United Kingdom under the Magic Choc brand name. The product, made from "100% Belgian chocolate", contains a mix of white (40g), dark (20g), and milk (60g) chocolate pieces which are designed with a "secret recipe" which allows them to be moulded and shaped.

Note to Editors:

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