Rooibos breaks into the $103bn global chocolate market

All over the world, master chocolatiers and candy-makers are experimenting with new flavours and textures to keep chocolate lovers interested in their products. Recently, they have turned to superfoods – such as spirulina, goji berries, reishi mushrooms and Rooibos – to make their chocolates and sweets more appealing to a health-conscious market.

Adele du Toit, spokesperson for the SA Rooibos Council, says it is a real coup that the US$103 billion chocolate industry has taken note of Rooibos, which is a proudly South African product.

“As consumers’ taste profiles change and new consumers enter the confection market, new opportunities arise. The youth seek experiences over possessions and are always looking for new innovations from brands that they love.

“Equally, health-conscious consumers that are concerned about wellness are looking for healthier chocolate options, and the chocolate industry has responded by turning to ‘functional foods’ such as Rooibos.

“Rooibos is rich in health-promoting antioxidants, which help to protect the body against cell damage caused by free radicals. Its naturally sweet taste also makes it an obvious choice for chocolatiers,” she says.

Swiss master chocolatier Daniel Waldis, founder of South Africa’s popular chocolate franchise Le Chocolatier, affirms the growing demand for healthier chocolate products. He says Rooibos and chocolate share many similar characteristics – from the fruity, floral and nutty aromas to the slight levels of astringency – making it an ideal match. According to him, Rooibos pairs well with white chocolate as its citrusy undertone cuts through the richness of the chocolate, while the smokiness of Rooibos compliments the nuttiness of hazelnut milk chocolate.

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