Gold foil, ornate labels and an intriguing backstory are product characteristics highly desired by premium chocolate consumers, according to new research. The study is one of the first to thoroughly research what American premium chocolate consumers find to be desirable attributes in their chocolate bars.

The study is one of the first to thoroughly research what American premium chocolate consumers find to be desirable attributes in their chocolate bars. An additional focus was on these consumers’ perceptions of craft chocolate, which is made from scratch — bean to bar — by small companies using fine flavor cocoa beans.

Much like craft beer and specialty coffee, craft chocolate is gaining popularity among consumers who are seeking a unique experience, noted lead researcher Allison Brown, food science doctoral candidate in the college’s International Agriculture and Development dual-title degree program.

She added that study outcomes, which were published in the journal PLOS ONE, will aid craft chocolate companies when making decisions about product development and marketing.

«The U.S. craft chocolate market is estimated to be worth $100 million and growing,» Brown said. «However, many companies are small startups with few employees. They do not have marketing teams to guide their brand strategies. Our findings will help them make decisions that could have a large impact on their businesses.»

Brown — joined by Helene Hopfer, assistant professor of food science, and Alyssa Bakke, sensory scientist in the Sensory Evaluation Center at Penn State — conducted the mixed-method study, which involved a «projective mapping» activity and focus groups.

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Materials provided by Penn State. Original written by Amy Duke. Note: Content may be edited for style and length.