5 August 2011 – 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 moulded 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 mouldable dough, but this product kicks the concept up a notch as it is actually chocolate based. And because it can be moulded ‘as is’ without having to melt the chocolate, it adds up to a tasty and creative new way to capitalise on the popularity of do it yourself crafts.”