Maison Cailler, Nestle's New Luxury Chocolate Brand, Markets 'Stronger Relationships Through Chocolate'
The market for high-end chocolate is already pretty saturated -- it seems that every other day some Brooklyn dweller has travelled to the equator, discovered a wonderful blend of cacao and has started to produce bean-to-bar chocolates that cost about $10 per bar. That's not to say there's nothing wrong with these chocolates -- they do typically taste superior to their Hershey's counterparts -- but it's not exactly an easy market for one distinguishing himself. But when food giant Nestle launches a new luxury chocolate, it is a safe assumption that this chocolate could end up being a very big deal.
On January 24, Nestle launched Maison Cailler in Switzerland and Liechentstein. Maison Cailler allows customers to discover their "chocolate personality" by first ordering a box of "tasting chocolates." This box, according to the ad below, will then help you build "stronger relationships through chocolate."
If you think this sounds like a lot of hooey, think again. Nestle's luxury and premium segments are developing extremely strongly, says Laurent Freixe, Nestle Executive Vice President.
The tasting chocolates are certainly an innovative idea that allows the consumer to feel like he is making a choice, but we're not buying the personality aspect -- taste is a challenging thing to personify. Also notably absent from the website is any easy information about what ingredients actually make up the chocolates. But maybe when it comes to luxury chocolate, one is just supposed to assume that each "personality" is made from only the finest ingredients.
Watch a video about the chocolates below. Let us know what you think of the idea in the comments.