The dream began in Amsterdam 1828 when C.J. VAN HOUTEN invented the process of manufacturing cocoa. Very soon Van Houten’s cocoa and

chocolate powders conquered the hearts of thousands of chocolate lovers.

Van Houten has been around for 180 years.

1828 • Van Houten invented the cocoa

pressing method – commercial chocolate manufacturing start

1870 • Expansion of the international

business.

TRENDS

In 1828, the Dutch chocolate maker Conrad J. Van Houten invented the modern chocolate bar. A press was developed by him that could produce a fine cocoa powder. A solid bar was created by combining the cocoa with sugar and cocoa butter.

Healthy Chocolate..

“O” sugar.. Very healthy & very happy

Dark chocolate may reduce the risk of diabetes!

(Reported by: British Medical Journal)

Cocoa does not contain sugar, and cocoa has the wonder ingredient epicatechin which is a wonder drug that helps with diabetes, heart problems, stroke etc

Cocoa in dark chocolate could help to prevent diabetes and improve the health of blood vessels, as well as reducing cholesterol levels and blood pressure .

The Italians know a thing or two about good eating. And a small study from the University of L'Aquila, in Italy, found that eating chocolate increases insulin sensitivity, which reduces the risk of diabetes.

Dark Chocolate – Pure, unsweetened chocolate contains primarily cocoa solids and cocoa butter in varying proportions

Normal and Diabetic Blood Sugar Level Ranges

Understanding blood glucose level ranges is key to both diabetes diagnosis and diabetes self-management.

Market Overview

Target Market

(Audience)

Trends

Positioning

Market Overview - Malaysian Cocoa Industry

• Cocoa has been commercially planted in Malaysia since the 1950s while cocoa processing began in the 1970s.

• Most of the planting areas are situated in Sabah, but most of the grinding and manufacturing are based in the Peninsula.

• Over the years, the planting sector has been slowing down, but the processing sector has seen tremendous growth.

• Currently, Malaysia is the fifth largest cocoa processor in the world.

• The chocolate market in Malaysia increased at a compound annual growth rate of 5% and the current per capital chocolate consumption at 1.5 kilograms per country.

• The leading player in chocolate market in Malaysia is Cadbury plc.

Malaysian Adults Nutrition Survey (MANS)

indicated that

mean frequency and prevalence of food items

consumed daily by MALAYSIANS

are VERY HIGH SUGAR CONSUMPTION

CONSUMERS

Individuals

Families

INDIVIDUALS

Women

Men

Senior Citizens

Children

People gifting

WOMEN

Working Women

Mothers

HousewivesCalorie-

Conscious Women

Diabetic Women

MEN

Businessmen

Diabetic MenCalorie Conscious

men

Meni in the service sector

SENIOR CITIZENS

With other health issues

Living AloneLiving with

children

With Diabetes

PEOPLE GIFTIN

G

Corporate Gifting

While visiting

frineds and relatives

On Occasions

Chocolate is high in caffeine

Chocolate myth vs. fact setting the record straight 

Chocolate causes ...

Chocolate myth vs. fact setting the record straight 

Chocolate is high in caffeineFact: Despite public perception, milk chocolate contains relatively small amounts of caffeine - about the same as a cup of decaffeinated coffee. However, chocolate also contains theobromine, a relative of caffeine. Theobromine is much less powerful than caffeine.

Chocolate causes acneFact: Despite decades of teenage angst, studies dating as far back as 1960 show no link between eating chocolate and getting acne. The Journal of the American Medical Association, after reviewing extensive research on chocolate and acne, stated "diet plays no role in acne treatment in most patients... even large amounts of chocolate have not clinically exacerbated acne.”

Chocolate causes hyperactivityFact: Blame the clown. Birthday parties cause hyperactivity - not the chocolate that's served. Studies that specifically tested chocolate failed to show any relationship between eating it and hyperactive behavior in children. It is believed the high-stimulus environment in which sugary foods are eaten, such as a birthday party, is what affects behavior.

Chocolate causes migrainesFact: Chocolate has long been targeted as the trigger for migraines and headaches but studies have failed to show any correlation. No relationship has been found even in those migraine sufferers who believed themselves sensitive to chocolate.

Chocolate myth vs. fact setting the record straight 

Chocolate causes tooth decayFact: Forget everything your mother ever told you about how eating too many chocolates will give you cavities. Scientists now believe the length of time food stays in your mouth, not its sugar content, is what causes cavities. Chocolate leaves your mouth relatively quickly- it's the things that get stuck in there that are the problem, like crackers, cookies or dried fruit. Studies suggest that dark chocolate and cocoa may actually be good for dental health becauseflavanol antioxidants and other compounds in cocoa and chocolate slow the build-up of plaque.

People crave chocolate as if they have a biological need for itFact: A chocolate craving is really just a desire for pleasure, and has no physiological cause. In one study, people who reportedly craved chocolate were given cocoa, which contains all of the compounds and nutrients believed to cause chocolate cravings. However, their "cravings" were only satisfied by pieces of white and milk chocolates, which contain far fewer of these compounds. This indicates that people may have a strong desire for the taste and mouthfeel of chocolate, but this desire is not connected to a physiological dependency.

An allergy to chocolate is commonFact: Chocolate is not a typical food allergen. Of the approximately one to two percent of American adults and five to eight percent of children that have a true food allergy, 90 percent are allergic to either milk, eggs, peanuts, tree nuts, soy, wheat, fish or shellfish. Depending on the type of chocolate, one or more of these ingredients could be present in a chocolate product. Read labels carefully.

Positive Aspects of Consumpt

ion

Chocolate has been claimed to bring

tangible benefits for cardiovascular

health as well as for mood.

Men may be able to reduce

their risk of having a stroke

Dark chocolate may reduce the

risk of diabetes!

Chocolate consumption has

been scientifically

linked to longer life

Eating Dark Chocolate Can Lower Your Risk of Cancer and Cardiovascular

Disease

Positive Aspects of Consumption(Is this an oxymoron?!)

Chocolate has been claimed to bring tangible benefits for cardiovascular health as well as for mood. Some previous studies had indicated that ingesting chocolate would produce better mood states (Macht and Dettmer, 2006; Visioli et al., 2009).

Chocolate consumption is also claimed to have the ability of lifting up spirits, create highs and inducing the 'feel good' condition. Some people believed that the oro-sensory properties of chocolate are the main contributor of mood regulation (Macht and Muller, 2007)

Men may be able to reduce their risk of having a stroke by about one-sixth, simply by eating one chocolate bar per week, according to a new Swedish study.

Chocolate consumption has been scientifically linked to longer life. A few pieces of chocolate every month may make your life both sweeter and longer, according to the Harvard School of Public Health. A survey of healthy 65-year-old men revealed that those who ate sweets containing chocolate reportedly lived longer. Mortality was lowest among those consuming chocolate 1-3 times a month and higher among those who indulged in the habit 3 or more times a week. Surprisingly non-consumers had the highest mortality of all.

Cocoa and chocolate are also rich in minerals, such as magnesium and iron. Chocolate is a short term source for energy due to antioxidants and phenolics it contains. This energy source was even utilized by soldiers during heavy combat situations. A 40 gram chocolate bar contains the same amount of phenol as a glass of red wine and can be a positive source of dietary antioxidants. These anti-oxidants have been proven to reduce the risk of developing cancer or heart disease.

Negative Aspects of

Consumption

Health Addiction

Negative Aspects of Consumption

HealthOverindulgence of chocolate has been linked to some overweight cases and coulds result in the onset of diabetes. Some researchers have also found the stearic acid, found in chocolate, may promote blood clots. So it is important to regulate the amount you consume.

AddictionMany food scientists have reported chocolate to be the single most craved food. Chocolate has been found to trigger parts of the brain that are associated with drug addiction. The phenomena of chocolate craving is still poorly understood and it is yet to be found if addiction is a sensory or a pharmacological effect.

PositioningProduct

Price

Promotion

Place

Van Houten special focus

Osugar

Quality

Availability

Excitement

Formulated for people

with diabetes

CHOCOLATE

offers

Variety

Quality

Design

Price - Value for moneyPackag

e sizeCalorific Value

Flavors and

filling

Shelf life

Availability

Excitement

Strategies deployed by most chocolate brands

DISTRIBUTIONS OUTLETS

• Specialty Store• 7 Eleven• Petrol Stations• Hypermarkets• Carrefour• Giant• Tesco• Supermarket• Parkson• Cold Storage• Econsave

Nutrition Facts

Van Houten Ccocolate baris now available in a “0”sugar formulation!

Packaging

Price

• Van Houten pricing strategy – maintaining the price level at a consistency hiked rate – targeting mostly foreigners & upper class markets

Promotion

• National radio promotion

• Blood Sugar Roadshow

• Social Media – Diabetic (Facebook, Twitter.. Etc)

• Nutritionist Endorsement

• Joint Promo with Diabetic Association (Healthy Chocolate

Lovers Festival Van Houten with Malaysian Diabetes

Association (Persatuan Diabetes Malaysia (PDM))

Blood Sugar Roadshow

Placement

• Dedicated shelf

Van Houten is your healthiest and happiness choice chocolate become it is the only brand that promises truly ZERO sugar!!