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Premium chocolate maker To’ak unveils new pack identity

Christel Trinquier

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Premium chocolate maker To’ak unveils new pack identity

With its revamped packs, Ecuadorian chocolate brand To’ak is looking to broaden its target consumer.

To'ak’s new Signature edition is looking to make its Grands Crus range more accessible, target a wider audience and rally cocoa producers to preserve the Nacional cocoa tree. The brand’s original wooden boxes will remain, but the collections will now also come in a cardboard version.

For chocolate lovers, the savings are substantial: the Vintage 2015 Tequila Cask bar (50g), aged for three years in tequila barrels, retails for €51, while the Signature edition runs to €194 for the Origin Aged edition.

“With the Signature range, we are moving towards less confidential production," explains marketing manager Eddie Pezzopane. “We’re also working with certified materials on a systematic basis; our papers, for example, are chlorine-free, FSC-certified, incorporate recycled fibers and are produced from renewable energy sources.” And like the Origin wooden boxes, Signature boxes are designed for re-use: "All product information is printed on a removable paper sleeve that allows the bare box to be re-used once the chocolate has been eaten.” The rolled-edge box, made of pearlescent double-sided Fedrigoni paper, is hot-stamped with gold and silver leaf and printed using a technique combining offset and laser.

Supporting cocoa conservation

The brand's crus - considered to be the world’s most expensive - are exclusively produced in Ecuador using exceptional beans sourced from trees descended from the Nacional, an ancestral strain in risk of extinction and in which To'ak is reinvesting a portion of its profits in conservation initiatives. Co-founder of the brand and head of the Third Millennium Alliance (a rainforest protection foundation), Jerry Toth has created a genetic bank of cocoa trees in the Jama-Coaque ecological reserve. To date, 250 trees have been replanted there and 200 more are slated for this year.

 

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