Beyond Good has announced the launch of a new dark chocolate bar in the United States, expanding its portfolio in the better-for-you confectionery space. The latest addition to its lineup is a 100% cocoa bar sweetened naturally with dates and complemented by sesame seeds for added crunch and texture.
The company highlights that the product is made from single-origin Ugandan cocoa, crafted to deliver a smooth and creamy mouthfeel without the bitterness often associated with ultra-dark chocolate. Dates serve as a natural alternative to refined sugar, complemented by sesame seeds that enhance both texture and taste.
This launch comes as consumer interest in reduced-sugar and naturally sweetened chocolate products continues to grow. Shoppers are increasingly seeking out confections that balance indulgence with functional or clean-label ingredients, and brands are responding with innovations that cut refined sugar, use plant-based alternatives, or emphasize organic sourcing.
In 2025, several other U.S. confectionery brands introduced new products catering to similar consumer demands. Joydays released "Date Bark," a combination of chewy dates, dark chocolate, nut butter, roasted nuts, and sea salt, positioned as a no-added-sugar, dairy-free indulgence. Nebula Snacks expanded its chocolate bites line with "Coconaut Blast," featuring a coconut cream core in dark chocolate, highlighting zero sugar, non-glycemic qualities, and added fiber. Petrova Chocolates entered the space with peanut butter cups made with maple syrup, coconut milk chocolate, caramelized peanuts, and sea salt flakes, formulated to be dairy-free and low in added sugar.
Strategic Insights
Beyond Good’s Positioning & Activity
Beyond Good has built its presence in the organic chocolate segment, where it holds a modest but established foothold.
The new 100% cocoa Dates & Sesame product aligns with its organic and ethically sourced credentials while expanding into the no-sugar-added space.
Rivals’ Positioning & Activity
Russell Stover maintains dominance in the no-sugar-added chocolate confectionery segment and continues to define the mainstream presence in that category.
Lily’s Sweets and Hershey’s have also built strong recognition in the reduced-sugar space, with each holding meaningful portions of the segment.
Justin’s leads the organic chocolate segment, while other brands such as Hu and Alter Eco are prominent players.
Emerging brands in 2025, such as Joydays, Nebula Snacks, and Petrova Chocolates, are carving niches by highlighting unique ingredient pairings (dates, coconut cream, maple syrup) and aligning closely with consumer interest in plant-based, low-sugar indulgence.
Category Dynamics
The better-for-you chocolate segment, which includes sugar-free chocolate confectionery remains a small but steadily developing portion of the overall confectionery market.
Activity in natural sweeteners, fiber enrichment, and plant-based ingredients underscores the diverse approaches brands are taking to establish distinct positions.