Chocolate Bars
Test for Cortina
Elliot Cohen
Elliot Cohen is a 41-year-old male Director of Operations in hospitality based in Laval, QC, Canada; married with no children, household income $200k+, values sustainability, pro-labour policies, quality, and tech-forward, ROI-driven decisions.
Claire Bennett
Claire Bennett, 22, is a Canadian woman in Kitchener, Ontario, balancing remote customer-support work in arts & entertainment, part-time Media & Arts Management studies, parenting a three-year-old daughter, and owning a small condo.
Emily Porter
Emily Porter, 28, is a rural Guelph, ON mother of two, not in the labour force, partners with Ethan, household income $100k–$149k; pragmatic, tech-comfortable, budget-conscious, and values family-focused policies.
Willem Visser
Willem Visser, 75, male maintenance technician in Saanich, BC, Canada; works part-time in greenhouse/agriculture, lives alone in a rented suite with rescue dog Scout, votes Conservative, values reliability and practicality.
Evan Carter
Evan Carter, 35, is a married male Toronto-based insurance sales/office worker earning $25k–$49k, living in a one-bedroom condo with his wife; enjoys pilates, fishing, soccer, and practices Sikhism.
Emily Bennett
Emily Bennett, 24, Canadian graduate student in Urban and Regional Planning in suburban Kingston; not in the labor force, supported by a family trust (>$200k), disciplined saver, climate‑minded runner and baker who values durable, transparent choices.
Rachel Singh
Rachel Singh, a 33-year-old woman and non‑citizen permanent resident in urban Ottawa, is a married utilities apprentice line maintenance technician, mother of one, budget-conscious, valuing safety, reliability and community.
Emily Carter
Emily Carter, 35, female, married with no children, lives rurally near Thunder Bay, Ontario, Canada. Not in the labor force; household income $200k+; values paddling, minimalism, reliability, and repairable gear.
Billie Lam
Billie Lam is a 54-year-old woman in Guelph, Ontario, Canada—divorced, Canadian citizen, part-time project coordinator/office manager earning under $25k, budget-conscious cyclist, coffee-and-craft-beer enthusiast and cat owner.
Luke Bennett
Luke Bennett, 34, male AV/IT support technician in Mississauga, ON; married, no children, condo-owner. Budget-conscious, pragmatic tech enthusiast who values reliability, clear costs, and low-friction solutions.
Megan Carter
Summary
Megan Carter is a 39-year-old, WFH finance support professional in Surrey who owns a small condo, budgets tightly, and prioritizes practicality. She balances work structure with swimming, balcony gardening, and local craft beer outings. P…
Gregory Kozak
Gregory Kozak, 68, is a married, retired tradesman in Airdrie, Alberta who rents a condo, favors conservative finances; enjoys coffee, skiing, wine and strategy gaming, and values reliability and community.
Jasmine Reyes
Jasmine Reyes is a 34-year-old Filipino Canadian woman in Oshawa, ON: a condo-owning operations analyst at a SaaS firm, privacy-conscious, budget-minded photographer and Muay Thai practitioner.
Sofia Navarro
Sofia Navarro is an 18-year-old Ottawa Carleton University IT/Interactive Media student and part-time content operations assistant who co-owns a Nepean condo, speaks Spanish at home, is budget-conscious, theatre-involved, and values practical, offline-relia…
Maya Wabano
Maya Wabano, 33, is a bilingual First Nations product manager living rurally near Gatineau, QC. A single mother of one, she rents, earns $100–149k, and values outdoors, privacy, durability, and community.
Catherine Lane
Catherine Lane is a 56-year-old woman, married with no children, a regional service-operations director (income $150–$199k) from Vaughan, ON (resides in Germany). Pragmatic, time-focused; enjoys baking, theatre, coffee.
Michelle Tremblay
Michelle Tremblay is a 50-year-old married homeowner in suburban Gatineau, QC, with one teenage daughter. Not in the labour force, household income ~$120–140K; values reliability, transparency, cycling and photography.
Hana Liu
Hana Liu, 46, married mother of one in rural Saanich, BC, is a hospitality operations manager and non‑citizen permanent resident; homeowner earning $75k–$99k who values family, reliability and a halal household.
Michael Okello
Michael Okello is a 54-year-old Black Canadian man in Regina, SK; married, child-free hospitality service supervisor earning $50–$74k, transit commuter who values durability, budgeting, board games, running, genealogy, and volunteering.
Rachel Gagnon
Rachel Gagnon is a 40-year-old married woman in suburban Ottawa with one child, working as a front‑of‑house and box‑office coordinator in the arts; budget‑savvy, practical, community‑minded, durability‑focused.
Elliot Cohen
Elliot Cohen is a 41-year-old male Director of Operations in hospitality based in Laval, QC, Canada; married with no children, household income $200k+, values sustainability, pro-labour policies, quality, and tech-forward, ROI-driven decisions.
Claire Bennett
Claire Bennett, 22, is a Canadian woman in Kitchener, Ontario, balancing remote customer-support work in arts & entertainment, part-time Media & Arts Management studies, parenting a three-year-old daughter, and owning a small condo.
Emily Porter
Emily Porter, 28, is a rural Guelph, ON mother of two, not in the labour force, partners with Ethan, household income $100k–$149k; pragmatic, tech-comfortable, budget-conscious, and values family-focused policies.
Willem Visser
Willem Visser, 75, male maintenance technician in Saanich, BC, Canada; works part-time in greenhouse/agriculture, lives alone in a rented suite with rescue dog Scout, votes Conservative, values reliability and practicality.
Evan Carter
Evan Carter, 35, is a married male Toronto-based insurance sales/office worker earning $25k–$49k, living in a one-bedroom condo with his wife; enjoys pilates, fishing, soccer, and practices Sikhism.
Emily Bennett
Emily Bennett, 24, Canadian graduate student in Urban and Regional Planning in suburban Kingston; not in the labor force, supported by a family trust (>$200k), disciplined saver, climate‑minded runner and baker who values durable, transparent choices.
Rachel Singh
Rachel Singh, a 33-year-old woman and non‑citizen permanent resident in urban Ottawa, is a married utilities apprentice line maintenance technician, mother of one, budget-conscious, valuing safety, reliability and community.
Emily Carter
Emily Carter, 35, female, married with no children, lives rurally near Thunder Bay, Ontario, Canada. Not in the labor force; household income $200k+; values paddling, minimalism, reliability, and repairable gear.
Billie Lam
Billie Lam is a 54-year-old woman in Guelph, Ontario, Canada—divorced, Canadian citizen, part-time project coordinator/office manager earning under $25k, budget-conscious cyclist, coffee-and-craft-beer enthusiast and cat owner.
Luke Bennett
Luke Bennett, 34, male AV/IT support technician in Mississauga, ON; married, no children, condo-owner. Budget-conscious, pragmatic tech enthusiast who values reliability, clear costs, and low-friction solutions.
Megan Carter
Summary
Megan Carter is a 39-year-old, WFH finance support professional in Surrey who owns a small condo, budgets tightly, and prioritizes practicality. She balances work structure with swimming, balcony gardening, and local craft beer outings. P…
Gregory Kozak
Gregory Kozak, 68, is a married, retired tradesman in Airdrie, Alberta who rents a condo, favors conservative finances; enjoys coffee, skiing, wine and strategy gaming, and values reliability and community.
Jasmine Reyes
Jasmine Reyes is a 34-year-old Filipino Canadian woman in Oshawa, ON: a condo-owning operations analyst at a SaaS firm, privacy-conscious, budget-minded photographer and Muay Thai practitioner.
Sofia Navarro
Sofia Navarro is an 18-year-old Ottawa Carleton University IT/Interactive Media student and part-time content operations assistant who co-owns a Nepean condo, speaks Spanish at home, is budget-conscious, theatre-involved, and values practical, offline-relia…
Maya Wabano
Maya Wabano, 33, is a bilingual First Nations product manager living rurally near Gatineau, QC. A single mother of one, she rents, earns $100–149k, and values outdoors, privacy, durability, and community.
Catherine Lane
Catherine Lane is a 56-year-old woman, married with no children, a regional service-operations director (income $150–$199k) from Vaughan, ON (resides in Germany). Pragmatic, time-focused; enjoys baking, theatre, coffee.
Michelle Tremblay
Michelle Tremblay is a 50-year-old married homeowner in suburban Gatineau, QC, with one teenage daughter. Not in the labour force, household income ~$120–140K; values reliability, transparency, cycling and photography.
Hana Liu
Hana Liu, 46, married mother of one in rural Saanich, BC, is a hospitality operations manager and non‑citizen permanent resident; homeowner earning $75k–$99k who values family, reliability and a halal household.
Michael Okello
Michael Okello is a 54-year-old Black Canadian man in Regina, SK; married, child-free hospitality service supervisor earning $50–$74k, transit commuter who values durability, budgeting, board games, running, genealogy, and volunteering.
Rachel Gagnon
Rachel Gagnon is a 40-year-old married woman in suburban Ottawa with one child, working as a front‑of‑house and box‑office coordinator in the arts; budget‑savvy, practical, community‑minded, durability‑focused.
Sex / Gender
Race / Ethnicity
Locale (Top)
Occupations (Top)
| Age bucket | Male count | Female count |
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| Income bucket | Participants | US households |
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Summary
Themes
| Theme | Count | Example Participant | Example Quote |
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Outliers
| Agent | Snippet | Reason |
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Overview
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Parents / Care-givers |
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Purchases are occasion- and constraint-driven: parents prioritize school-safe, resealable mini formats and promotions; they often keep a hidden high-cacao bar for personal use but stock milk/multi packs for children. | Rachel Singh, Emily Porter, Rachel Gagnon, Michelle Tremblay |
| Food Professionals & Serious Home Bakers |
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Function and consistency drive format choice: sealed bulk callets/feves and pro bags are preferred for melt performance, cost per kg and operational efficiency; these buyers avoid open retail bulk for direct consumption. | Elliot Cohen, Catherine Lane, Willem Visser, Michael Okello |
| Younger, Price-Sensitive Shoppers (Students / Early-Career) |
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Highly promo-driven: purchases cluster around deals, loyalty points, or unit-price thresholds; open to functional snack claims but unwilling to pay sustained premiums for them. | Sofia Navarro, Claire Bennett, Rachel Gagnon |
| Higher-Income / Taste-First Consumers |
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Willing to pay a premium for provenance and nuanced flavor; purchases are often ritualized or gift-oriented and prioritize sensory storytelling over unit price. | Emily Carter, Elliot Cohen, Maya Wabano, Emily Bennett |
| Caregivers with Allergen / Religious Constraints |
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Cultural and religious needs shape both product choice and occasion (timing and pairing), increasing demand for clearly labelled nut-free or halal-compliant options. | Hana Liu, Maya Wabano |
| Older Retirees / Comfort-and-Ritual Buyers |
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Chocolate functions as a calm, repeatable ritual; these buyers favor trusted brands (Lindt/Purdy’s) and familiar formats over novelty or experimentation. | Gregory Kozak, Willem Visser, Luke Bennett |
| Geography-Linked Localism |
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Discovery and purchase channels vary by geography: regional buyers favor local makers and market channels; urban buyers use specialty shops for single-origin and gifting. | Emily Carter, Billie Lam, Maya Wabano, Evan Carter |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Preference for darker, higher-cacao percent | Broad movement toward 70–85% bars and reduced tolerance for sugar-forward novelty; dark bars are viewed as more satisfying and adult-oriented. | Emily Carter, Willem Visser, Claire Bennett, Maya Wabano, Gregory Kozak |
| Portion control via minis or scored squares | Many consumers use mini bars, scored squares or resealable pouches to limit intake and rationalize indulgence. | Claire Bennett, Megan Carter, Emily Porter, Luke Bennett, Evan Carter |
| Skepticism toward overt functional and novelty marketing | Claims like ‘keto’, ‘protein’ or adaptogens are mistrusted when they appear to compromise flavor or are poorly substantiated. | Willem Visser, Elliot Cohen, Billie Lam, Gregory Kozak, Jasmine Reyes |
| Packaging & sustainability matter but require verification | Eco-friendly materials and provenance messaging help, but buyers look for concrete certifications, coop names or origin details rather than vague badges. | Billie Lam, Catherine Lane, Emily Bennett, Maya Wabano |
| Price sensitivity and promo-driven buying | Waiting for flyer deals, using loyalty points, and buying value formats (Costco/PC) are common tactics to manage perceived price erosion. | Sofia Navarro, Megan Carter, Claire Bennett, Evan Carter |
| Avoidance of open scoop bulk for direct eating | Concerns about hygiene, freshness and cross-contact make bulk bins unattractive for straight-eating chocolate; sealed bulk is acceptable for baking. | Maya Wabano, Jasmine Reyes, Gregory Kozak, Elliot Cohen, Catherine Lane |
| Repurposing chocolate for cooking/baking | Many buyers prefer professional callets/feves or high-quality chips for recipes, prioritizing melt and functional performance over candy-bar formats. | Catherine Lane, Elliot Cohen, Willem Visser, Emily Bennett |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Parents / Care-givers vs Higher-Income Taste-First Consumers | Parents prioritize nut-free, resealable minis and promotions for household safety and convenience; higher-income taste-first buyers prioritize provenance and sensory nuance, paying premiums for single-origin even at smaller scales. | Rachel Singh, Emily Porter, Emily Carter, Maya Wabano |
| Food Professionals & Bakers vs General Consumers | Professionals accept and prefer sealed professional bulk formats (feves, callets) for functional performance, while most consumers reject open bulk for direct eating and favor retail-sized bars and minis. | Elliot Cohen, Catherine Lane, Willem Visser, Gregory Kozak |
| Younger, Price-Sensitive Shoppers vs Premium/Boutique Buyers | Younger shoppers are promo- and unit-price-driven and will trade down from premium offerings; premium/boutique buyers tolerate higher unit costs for provenance, gifting and tasting occasions. | Sofia Navarro, Claire Bennett, Emily Carter, Elliot Cohen |
| Urban Specialty Shoppers vs Regional Localism | Urban respondents access bean-to-bar and specialty retailers for single-origin and gifting, whereas regional buyers discover and support local makers at markets and smaller shops. | Emily Carter, Billie Lam, Evan Carter, Maya Wabano |
| Skeptical Mainstream vs Functional-Marketing Appeals | Mainstream buyers are skeptical of loud functional claims that trade taste for trend; a minority will try functional products but abandon them if flavor or texture disappoints. | Willem Visser, Elliot Cohen, Billie Lam, Jasmine Reyes |
Overview
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Revise on-pack and PDP copy to de-emphasize 'functional' and highlight cacao %, sugar/serving, origin | Buyers are skeptical of buzzwords but respond to clear, credible info; boosts trust and conversion fast. | Marketing | Low | High |
| 2 | Run promo bundles on dark bars and minis (2-for, points multipliers) | Price sensitivity is high; promo-driven trial unlocks planned purchases without deep margin erosion. | Sales | Low | High |
| 3 | Introduce resealable feature for existing pouches and add freshness date codes visibly | Freshness/portion control drive repeat; visible dates reduce bloom/freshness anxiety. | Packaging | Med | Med |
| 4 | Pilot 72% and 85% thin, scored tablets (50–70 g) in top 2 retail partners | Matches the dark + portioned shift; small molds minimize risk and shelf-space friction. | Product | Med | High |
| 5 | Launch Cortina Dark Callets (500 g/1 kg) with reseal for baking | Accepted sealed bulk for baking; captures switch from chips to couverture-like performance. | Product | Med | High |
| 6 | Seasonal micro-test: halal-labeled Ramadan kit (dark bar + dates) | Targets a named occasion with high relevance; small test informs scalable seasonal playbook. | Marketing | Low | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Cortina Core Dark Portfolio Refresh | Develop a focused core of 72% and 85% thin, scored bars (50–70 g) plus mini squares in a resealable pouch. Flavor variants stick to plain, sea salt, orange peel, almonds. Labels show cacao %, grams sugar per serving, and origin; no sugar alcohols. | Product | 0–6 months (pilot 0–3; iterate 3–6) | Supplier alignment (origins, specs), Mold availability, Regulatory/label review, Retailer slotting |
| 2 | Baking & Foodservice Line (Callets/Feves) | Launch sealed dark callets in 500 g retail and 1–3 kg pro bags with lot traceability, fat %, profile, and resealable features. Target bakers, cafés, and hospitality; offer sell-in kits and storage guidance to avoid bloom. | Sales | 1–2 quarters (B2B pilot by Q2) | Operations for bag format and reseal, Foodservice distributor onboarding, QA shelf-life validation |
| 3 | Packaging Transparency & Sustainability Upgrade | Shift to paper-forward wraps and recyclable pouches; add front-of-pack sugar per serving, cacao %, origin map, and credible certs. Use quiet tone; avoid buzzword clutter. Add large date codes. | Packaging | 0–9 months (rolling changeover) | Dielines and artwork, Certification audits, Supplier packaging specs, Regulatory approval |
| 4 | Price & Promo Playbook | Codify promos that align to planned buying: 2-for on dark tablets, points multipliers on minis, club/value multi-packs seasonally, and post-holiday clearance. Monitor per-100 g value and promo ROI. | Sales | 0–3 months setup; ongoing optimization | Retailer promo calendars, Finance guardrails, Loyalty data integration |
| 5 | Allergen & Cultural Programs | Stand up a school-safe (peanut-free) minis line with clear labeling and a halal-certified path for select SKUs. Seasonal: Ramadan dark + dates kits; back-to-school minis; Halloween value packs. | QA | 3–9 months (certs 3–6; seasonal pilots 6–9) | Line segregation/clean-down SOPs, Halal certification, Seasonal retailer buy-in |
| 6 | ‘Nuts & Nibs’ Satiety Variant (No Isolates) | Create a whole-food inclusion bar or minis (almonds/hazelnuts + cocoa nibs) targeting light satiety without protein isolates or sugar alcohols. Position as taste-first, lower sugar, not ‘functional’. | R&D | 0–6 months (bench to in-market test) | Sensory validation vs control dark, Sourcing inclusions, Allergen labeling |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Dark Mix Share | Share of total Cortina sales from 70%+ dark SKUs (bars + minis + callets). | >= 65% within 6 months of refresh | Monthly |
| 2 | Repeat Rate (Bars/Minis) | Percent of purchasers who buy again within 60 days. | >= 35% by month 6 | Monthly |
| 3 | Promo ROI | Incremental contribution per promoted unit net of discount and cannibalization. | >= 1.5x during key events | Per promo window |
| 4 | Freshness Quality Index | Defect rate from returns/complaints tied to bloom/off-flavor per 10k units. | < 4 per 10,000 units | Monthly |
| 5 | Foodservice Velocity | Average bag turnover days for 1–3 kg callets across pilot accounts. | < 30 days | Monthly |
| 6 | Seasonal Kit Sell-through | Percent of Ramadan/date kits sold by end of period and trial-to-repeat conversion within 60 days. | >= 85% sell-through; >= 20% repeat | Seasonal + 60-day follow-up |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Taste trade-offs from pushing lower sugar too far (perceived bitterness) reducing repeat. | Offer both 72% and 85% with clear tasting notes; run A/B sensory tests and adjust roast/conche profile. | R&D |
| 2 | Supply volatility and cost for single-origin cocoa impacting margins. | Dual-source compatible origins; hedge key inputs; maintain a blended-origin ‘workhorse’ dark alongside single-origin SKUs. | Operations |
| 3 | Allergen cross-contact jeopardizing school-safe claims. | Dedicated or time-segregated lines, validated clean-downs, third-party audits, and clear labeling with lot traceability. | QA |
| 4 | Perception of greenwashing or wellness ‘halo’ backlash. | Keep claims quiet and factual; publish origin/co-op info; avoid adaptogen/protein isolate messaging. | Marketing |
| 5 | Value packs trigger overconsumption complaints and brand dilution. | Use minis with portion cues, resealable formats, and limit value-pack flavors to mainstream dark; reserve premium bars for gifting/tasting. | Product |
| 6 | Retail slotting constraints limit speed of rollout. | Prioritize top doors for pilots; bundle with promo funding; use DTC and café/bakery channels to prove velocity first. | Sales |
Timeline
3–6 months: Scale packaging transparency; launch retail 500 g callets; start foodservice pilots; launch ‘Nuts & Nibs’ test; secure back-to-school minis and Halloween commitments.
6–9 months: Broaden distribution of core darks; release 1–3 kg pro bags; run Ramadan date kit pilot; measure repeat and refine.
9–12 months: Optimize portfolio based on velocity; expand successful seasonal kits; negotiate additional club/value listings.
Objective and Context
This qualitative programme for 6Seeds’ Cortina set out to test how chocolate purchasing has evolved and what formats, messages, and benefits now drive choice. Across three lines of inquiry-category shifts, bulk/value behavior, and “functional” interest-respondents consistently moved from impulsive, sugar-forward candy to darker, portioned, planned purchases, with strong guardrails around taste, hygiene/freshness, and credible labeling.
What Changed: From Impulse Candy to Dark, Portioned Rituals
Buyers report a clear shift toward 70–85% dark, smaller formats, and provenance-forward bars. Emily Carter sums it up: “single-origin 70–85% bars… instead of the milk-plus-caramel stuff.” Purposeful sizing enables portion control-Willem Visser now chooses “thin dark bars with scored squares… or a resealable pouch of dark wafers.” Price pressures and shrinkflation are front of mind (Claire Bennett: “$0.99 is more like $1.49–$1.79”), driving planned purchasing and promo reliance. Packaging cues matter if credible; Billie Lam reaches for paper-wrapped bars and avoids “glossy box” theatrics. Occasions have matured from impulse to ritual and gifting-Maya Wabano now enjoys “a square after [bedtime]… hot chocolate after sledding, and teacher gifts.” Notable exceptions include chef-level buyers (Elliot Cohen uses Valrhona/Cacao Barry feves) and parents prioritizing nut-free milk minis for school (Rachel Singh).
Bulk and Value: Sealed for Snacking, Pro Sealed for Baking
For straight eating, respondents overwhelmingly choose sealed single bars or value packs and avoid scoop-your-own bulk for hygiene/allergen/freshness reasons. As Maya Wabano puts it: “yes to value packs, almost never to scoop-your-own bulk.” Freshness worries focus on bloom and off-odors (Gregory Kozak), and hygiene concerns are salient (Jasmine Reyes: “nut dust… dull bloom”). In contrast, large sealed formats are embraced for functional use-baking, ganache, hot chocolate-when professional, traceable bags are used (Elliot Cohen: “3 kg bags… are the move”). Some skilled home bakers prefer sealed callets (Catherine Lane) or confident weight-bulk for melt performance (Emily Bennett). Quantity creep is managed via decanting, freezing, and reseal.
Functional Interest: Taste First, Low Sugar via Cacao, Whole-Food Satiety
Taste and texture trump claims. Emily Bennett: “If the function rides along with real, good chocolate… I’m in; isolates/sugar alcohols-hard pass.” Low sugar is desired but achieved by higher cacao rather than substitutes (Catherine Lane). There’s broad skepticism of adaptogens/mood claims (Elliot Cohen), and aversion to protein isolates due to chalky textures and GI issues (Luke Bennett). A minority seeks satiety with 8–15 g protein-if it “eats like a snack” (Sofia Navarro; Maya Wabano gives explicit macro targets). Cultural/faith constraints matter for some (Hana Liu: halal-friendly, Ramadan pairings with dates).
Personas and Correlations
- Parents/Caregivers: Nut-free, resealable minis on promo; keep a hidden high-cacao bar for themselves (Rachel Singh, Emily Porter).
- Food Pros & Serious Bakers: Prefer sealed callets/feves for melt and cost; avoid open retail bulk (Elliot Cohen, Catherine Lane).
- Younger Price-Sensitive: Promo-driven; value minis; cautious on premiums (Sofia Navarro, Claire Bennett).
- Taste-First Premium: Single-origin, gifting, provenance (Emily Carter, Maya Wabano).
- Allergen/Religious Constraints: School-safe, halal; seasonal Ramadan use (Hana Liu, Maya Wabano).
- Older Ritual Buyers: Small nightly squares; trusted mid-premium brands (Gregory Kozak, Willem Visser).
Implications and Recommendations for Cortina
- Focus portfolio on 72% and 85% thin, scored tablets (50–70 g) and mini squares in resealable pouches; stick to plain, sea salt, orange peel, and almond variants.
- Launch sealed dark callets (500 g retail; 1–3 kg pro) with traceability, fat %, and reseal-serve bakers/cafés.
- Upgrade packaging transparency: paper-forward wraps, large date codes, cacao %, grams sugar/serving, origin map; avoid buzzword clutter.
- Run promo mechanics aligned to planned buying: 2-for on dark tablets, points multipliers on minis, seasonal club/value packs.
- Stand up school-safe (peanut-free) minis and a halal-certified path; pilot Ramadan dark + dates kits.
Risks and Mitigations
- Bitterness from low sugar: Offer both 72% and 85%; validate profiles via A/B sensory.
- Origin cost/volatility: Dual-source and maintain a blended “workhorse” dark alongside single-origin.
- Allergen cross-contact: Segregated runs, validated clean-downs, third-party audits, clear lot labeling.
- Greenwashing/wellness backlash: Keep claims quiet and factual; publish origin/co-op info.
- Value-pack overconsumption/dilution: Minis with portion cues and reseal; limit flavors in value formats.
Next Steps and Measurement
- 0–3 months: Refresh on-pack/PDP copy; activate promo playbook; pilot 72/85% thin bars and minis in two retailers; finalize callets; begin halal audit.
- 3–6 months: Scale packaging upgrades; launch 500 g callets; start foodservice pilots; secure back-to-school minis and Halloween commitments.
- 6–9 months: Broaden dark distribution; release 1–3 kg pro bags; pilot Ramadan date kit; refine based on repeat.
- 9–12 months: Optimize based on velocity; expand seasonal kits; pursue additional club/value listings.
KPIs: Dark mix share ≥65% (6 months); repeat rate ≥35% (60 days); promo ROI ≥1.5x; freshness defects <4/10k; foodservice turnover <30 days. Track by segment (parents, pros, price-sensitive) and format (bars, minis, callets) to confirm fit with evidenced behaviors: darker, portioned, sealed, and taste-first.
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For each pack type, what is the highest price (in CAD, before tax) you would be willing to pay for a product you consider worth buying? (70–85% dark 90–100 g bar; resealable minis pouch 200–300 g; large family tablet 250–300 g; 1 kg baking callets/feves)matrix Set price tiers and pack architecture; informs MSRP and promo guardrails for core and value formats.
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Among these pack formats, which are most and least appealing for your household? (single 90–100 g bar; thin tablet; individually wrapped squares in a bag; resealable minis pouch; share/break-apart tablet; value multipack of singles; assorted gift box; seasonal shapes bag; baking callets/feves bag; large 250–300 g tablet)maxdiff Prioritize formats for development and shelf assortment based on relative appeal.
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Where do you usually buy chocolate for each occasion? Please select one channel per occasion. Occasions: everyday snacking; home stash/stock-up; gifting; baking/cooking; events/parties. Channels: conventional grocery; discount grocery; warehouse club; specialty/craft shop; online retailer/marketplace; brand website/direct; convenience store; pharmacy/drugstore; bulk store.matrix Guide distribution, merchandising, and occasion-led placements by channel.
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Which on-pack statements or features most increase your likelihood to buy a chocolate product? (70–85% cacao stated; grams of sugar per serving prominent; no sugar alcohols; single-origin cacao; ethically sourced/Fairtrade; organic; made in Canada; allergen-controlled facility; recyclable paper wrap; compostable inner film; resealable pouch; portion guidance per square; non-GMO; vegan/dairy-free option available)maxdiff Optimize on-pack/PDP messaging to drive conversion and reduce claim clutter.
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Which promotion types most influence which chocolate you choose? (unit price discount; multi-buy 2-for; loyalty points multiplier; digital/app coupon; bundle with coffee/tea; limited-time flavor; free sample/trial size; price per 100 g highlighted; free shipping online; subscribe-and-save; secondary in-aisle display)maxdiff Focus trade spend on the most effective promotional levers.
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Rank up to three biggest barriers that might prevent you from trying a new chocolate brand. (price too high; risk taste/texture not liked; too sweet; too bitter; unfamiliar ingredients/additives; allergen/cross-contact uncertainty; pack size too large; claims seem untrustworthy; cacao percentage unclear; not available where I shop; packaging not sustainable; brand seems gimmicky; past bad experience; nutrition info not visible on front)rank Shape trial strategy (sampling, guarantees, messaging) to overcome top barriers.
| Name | Response | Info |
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