Krokola, the brand that introduces children to (organic) chocolate

Sugar. Palm oil. skimmed milk powder. cocoa paste. Concentrated Butter. Soy Lecithin. Flavours… In the children’s department you will find everything that is in a chocolate bar. Including a large number of processed products. Even very transformed.

Not enough to reassure parents who face a dilemma: on the one hand, concern for their children’s health. And want to make them happy together.

This dilemma, Amélie Coulombe knows it well. She worked for several years in the marketing department of several large corporations in the children’s market, including Haribo. She is also a mother of two children. And a passion for gastronomy and delicacies. So much so that in 2020 she launched a chocolate CAP and worked on a project in parallel: developing a brand that would finally offer high quality chocolate bars suitable for children.

No more than five ingredients

After numerous exchanges with parents and children, she developed a range of three chocolate bars under the Krokola brand. Tablets consisting of ten bars of ten grams. With the name of a jungle animal on each bar. ” It is convenient to slide into the bread. And that reassures parents, who can better control their children’s consumption. ».

The tablets have no more than five ingredients: butter and, of course, cocoa paste. A Peruvian or Dominican cocoa selected for its sweet and fruity character. This makes it possible to reduce the amount of (cane) sugar and dispense with flavors. And to really bring out the flavors of the cocoa.

Depending on the recipe, there is also some whole milk powder and muesli bars for a crunchy consistency. And of course no soy lecithin. To do this, a production workshop had to be found that did not use this additive. The choice finally fell on a workshop” who works for small-scale companies located very close to Avignon and with whom we select our cocoa suppliers “. Suppliers with whom the company works in fair trade under the Max Havelaar Fair Trade label.

And for the playful side, the cardboard packaging unfolds. Unveiling of a coloring and small games aimed at introducing children to the world of cacao and the tropical forest from which it comes.

The bet of large distribution

The brand will be launched in March 2021 through an exclusive agreement with Monoprix, from which it directly integrates 300 points of sale throughout France.

The one-year deal will be renewed in 2022, this time without exclusivity. This allows Krokola to be used on other signs, less urban, more peripheral. Like Intermarché, which it has just joined, either “ 1,500 to 1,800 points of sale “Also assures Alexandre Kanar, the partner of Amélie Coulombe.

Next step in May with entry into hundred Auchan hypermarkets. Then other brands. Still in retail.

« It’s a choice we made to fulfill our mission of introducing good chocolate. “. Especially since the mass distribution accounts for 81% of the tablet volume.

The company therefore intends to focus on this market. With the aim of increasing its volumes and improving the accessibility of its products, which tend to be premium, thanks to the realization of economies of scale. ” The tablet was initially sold for EUR 3.99. We went to 3.49 euros “. However, it is difficult to go down at the moment due to the increase in transportation and carton costs.

In 2021, the company achieved sales of 140,000 euros at Monoprix. Thanks to its presence with other brands, it hopes to reach one million euros this year. But its growth will require additional human resources. “ You don’t have to settle for being referenced “. Because if we can make giant strides in mass distribution, for lack of sufficient investment, we can fall just as quickly.

Thus, three commercial profiles are recruited. And three more are to be added in the coming months. ” We will also bring in outside sales representatives to provide in-store entertainment and product tastings. It is an important lever for attracting consumers ».

To continue to initiate other formats

At the same time, TPE is preparing pocket sizes of its products (30 grams) to address the out-of-home market: points of sale in train stations, petrol stations, etc.

In September, Krokola also plans to go beyond the niche of children’s chocolate tasting and offer chocolate confections such as chocolate balls. Segment where the supply is also unhealthy. And where the packaging doesn’t necessarily meet parents’ expectations. ” These beams are often a wall of plastic. We can offer healthy, organic, paper-wrapped products ».

Finally, Krokola also wants to find its place in the world of Easter and Christmas chocolate. times when Many purchases of chocolate are made in supermarkets. But parents can’t find any healthy products for children either. Or you have to go to the chocolate factory, but that’s a different budget “. Krokola wants to position itself between these two options. As a remedy against the segmentation of the food market. From the youngest age.