Mars Inc. is making its first move into cocoa-free chocolate, marking a significant shift for the world's largest confectionery company. The launch comes as rivals face mounting cocoa shortages and price pressures that have driven them to back alternative-cocoa start-ups or test cocoa-free products outright.
The new Balisto Trail Mix combines nuts, raisins, and a cocoa-free chocolate alternative. It will be sold exclusively at Rewe supermarkets in Germany from April to October 2026 as a pilot, allowing Mars to assess consumer response before deciding on a permanent rollout.
Mars is partnering with Planet A Foods, a German start-up that has already secured contracts with other major chocolate makers including Barry Callebaut and Nestlé. Planet A Foods' ingredient, branded ChoViva, is made from fermented sunflower seeds, sugar, plant-based fats, and milk powder. The start-up ferments the seeds, then roasts and grinds them into a concentrate before blending with other ingredients and conching the mixture into a smooth, homogeneous liquid.
Dr Maximilian Marquart, co-founder and CEO of Planet A Foods, framed the Mars partnership as validation that large global brands are willing to adopt new chocolate technologies. "Even large, global icons like Mars are embracing a new technology like ChoViva," Marquart said. "It's a signal that the food industry is ready to champion the value of innovations – as long as the taste is right."
Mars versus Nestlé
Mars' cocoa-free pilot arrives less than two months after Nestlé made its own entry into the category with Choco Crossies Snack Vibes. The two approaches differ in scope and messaging. Nestlé's new range is a permanent addition to its portfolio, while Mars is testing for a limited period. Nestlé prominently highlights its cocoa-free positioning front-of-pack; Mars labels its Balisto as containing ChoViva pieces but clarifies in small-print, asterisked text that these are a "chocolate alternative with sunflower seeds instead of cocoa."
The products also target different consumer segments. Mars aims for shoppers seeking "convenient, delicious and brand-familiar snacks," a broad audience. Nestlé's explicit cocoa-free messaging, by contrast, appears designed to attract younger consumers, particularly Gen Z, whom Nestlé's research shows are "largely positive" about chocolate alternatives.
The broader context
Mars has traditionally resisted cocoa-free moves, instead doubling down on cocoa resilience through regenerative farming and CRISPR-based breeding techniques. Planet A Foods is not alone in the cocoa-free space. Other innovators include Win-Win, Foreverland, and Voyage Foods, which has partnered with Cargill on its NexCoa confectionery alternative.
Planet A Foods has gained the most public traction so far. ChoViva features in more than 120 products across 10 countries, with partnerships including supermarket retailers Aldi and Kaufland, and a limited-edition run with Lindt & Sprüngli.
The sector faces a critical test. If these products gain traction, they could help secure the future of cocoa-free alternatives. But if consumers fail to engage, products could quickly be pulled from shelves, potentially taking investor appetite for the sector with them.