German chocolate maker Meybona has launched a new line of chocolate bars that takes a natural approach to sweetness. The brand’s latest creations are crafted without refined sugar and instead rely on the natural sweetness of dates.
The new chocolate bar range includes three varieties:
Helle Light 40% – A creamy milk-style chocolate made with fine cocoa, oat, rice syrup, and fruity dates.
Dunkel Dark 60% – A smooth dark chocolate with a subtle fruity note from dates.
Dunkel Dark 85% – A bold, full-bodied dark chocolate rounded out by the natural sweetness of dates.
Meybona emphasizes its bean-to-bar quality and clean label promise: all products are organic, vegan, free from refined sugar, made without lecithins, and rely on a short, natural ingredient list. The chocolates are crafted by a family-owned manufacturer with over 100 years of experience, underscoring the company’s commitment to both tradition and innovation.
Brand Activity
Meybona’s new launches in the date-sweetened chocolate space reflects a broader movement in the chocolate confectionery industry. Brands are investing in significant experimentation and innovation with sugar reduction and natural sweeteners, aiming to deliver indulgence while addressing consumer concerns about refined sugar.
In the sugar-free space, brands are pursuing various strategies to achieve this. For example, Plum Tree (Philippines) and ChocoBee (Saudi Arabia) emphasize "sugar-free" claims by using natural syrups and honey. In the U.S., Nebula Snacks takes a more functional approach, highlighting "non-glycemic" chocolates sweetened with allulose and monk fruit. Similarly, Brazil's Sacrè Doux has demonstrated strong market acceptance by launching a full "zero-sugar" line in multiple flavors, suggesting a growing consumer demand for these types of products in Latin America.
The trend extends beyond just sugar-free options. In the low-sugar space, brands like Chocxo (Canada) and Stone Grindz (USA) are rolling out products that offer indulgence with less sugar. For instance, Chocxo's new Passion Fruit Chocolate Cups blend the tang of passion fruit with dark milk chocolate, containing only 5 grams of sugar per cup. Similarly, Stone Grindz's Spring Tea Party Collection features items like their Toffee & Sea Salt 60% Dark Milk Bars, which provide a rich chocolate experience with a lower sugar content. Meanwhile mainstream giant Hershey's, rolled out the One bar, boasting just one gram of sugar.
Beyond sugar-free and low-sugar options, another key strategy is the use of natural sweeteners. Brands like Meybona (Germany) and Joydays (USA) are focusing on dates as a primary sweetener, tapping into consumer perceptions of dates as both wholesome and nutrient-rich. Similarly, ChocoBee (Saudi Arabia) and others are experimenting with honey as a natural alternative to processed sugar. Meanwhile, ROYCE' stands out by using kokutoh sugar from Okinawa, a move that appeals to regional authenticity and reinforces its premium positioning. These diverse approaches highlight the industry's commitment to finding innovative and natural ways to deliver the sweet indulgence consumers crave.