Why innovation is booming in the chocolate category
Published on The Grocer
More is more when it come to chocolate innovation in 2026. More nuts, more popcorn, more jelly sweets, more biscoff, etc – all in the growing number of bars with inclusions on shelves.
Just not necessarily more cocoa. “Inclusions can help offset the cost of cocoa while delivering a generous, indulgent experience,” says Richard Turner, founder of vegan chocolate bar Ombar. He also stresses that the soaring cost of cocoa isn’t the only factor here.
“There’s also a much bigger consumer-led shift towards maximising texture and sensory experience. Chocolate now must deliver visually and sonically as well as on taste; the colour when you break it open, a creamy centre, contrasting textures and the sound of the snap all contribute to the excitement.”
Chocolate could certainly do with some excitement right now. Value growth of 4.6% (£296.3m) is thanks to higher prices, with 21.5 million (5%) fewer kilos of it sold over the past year [NIQ 52 w/e 27 June 2026].
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