Comments on: $5.00? For a Candy Bar?

By: Julie

Julie — Sun, 11 Nov 2007 07:32:48 +0000

I’m a poor grad student, but I have paid more than $5 for a chocolate bar in the past and will happily do so in the future. Where I live, a 3 oz Scharffen Berger bar is $5 or more. A similar price for something more complex like one of your bars seems very reasonable to me. If I am going to splurge on chocolate, I’d rather splurge on something of high quality that has had a lot of care put into it. I hope I get to try your bars someday.

By: ghanima

ghanima — Wed, 07 Nov 2007 16:57:51 +0000

As a person with lactose-intolerance, I’ve completely gotten used to paying at least $5 for a good chocolate bar, and I do find that the higher-end bars are incredibly more satisfying than the run-of-the-mill candy bars. In my books, it’s completely worth it. I’m even considering undergoing the gastrointestinal troubles that accompany having a bar made with cream, shortbread, and the like, just to try some of your heavenly concoctions.

By: Ben C

Ben C — Tue, 06 Nov 2007 05:47:30 +0000

For those not indoctrinated in the ways of artisan chocolate, 5 bucks may seem expensive. However, I doubt your bars will wind up on the shelf next to the Snickers and Reese’s. More than likely, customers will find them in some Whole Foods-esque setting next to individually wrapped bars of plain chocolate that likely cost even more.

No need to justify your price to me. I fret over the same expenses, ingredient sources, labor and costs-to-consumer around the clock, and I firmly believe that a premium product demands a premium price. Philosophically however, I find myself bothered by the fact that my chocolates—at least in this town—will be almost the exclusive domain of affluent white people. High-end confections make people happy, and it bugs that for many, such pleasures are inaccessible. In the magical future when I open my dessert cafe, I’ve promised myself that there will always be a few items on the menu that are elegant AND affordable. Their price won’t change, and just about anyone of any means will be able to stop by and treat themselves without being intimidated by cost. Being inclusive is very important to me.

By: jessica

jessica — Mon, 05 Nov 2007 14:50:01 +0000

Zotter sells at my work for approx. $4.50, (70g). I think people are always willing to pay more for something if it is seductive enough.

By: Tommy

Tommy — Mon, 05 Nov 2007 07:55:40 +0000

As long as the bars are packaged and marketed well, the high price point can only work to your advantage, the way I see it. Just remember that yours is an upscale market, you’ll be selling these bars to folks with considerable discretionary income. Call me cynical, but those people are suckers for a five dollar candy bar! I agree with Mimi, the average Joe is definitely not who you’re going after here (although this average Joe will definitely give ‘em when they land on the shelves at New Seasons).

By: Cupcakes

Cupcakes — Mon, 05 Nov 2007 06:34:15 +0000

I would be more inclined to pay 5 bucks for it If i was on the list of tasters = )

By: G

Sun, 04 Nov 2007 03:05:10 +0000

Malt: read through this page, they specialize in grain products. http://www.briess.com/index.shtml In general, it’s a big step up from Carnation malted milk powder–but comes in 50 lb bags. I really like its flavor, which I’ve had at IFT conventions.

Have you added up the cost of all the ingredients for a batch, and divided by yield? Adding on a per-bar share of packaging/shipping materials, fair-wage labor, overhead, and desired total profit should help you get a ballpark minimum cost.

Price-wise, I pay about $15/lb for See’s, $24/lb for Dagoba Organic (solid bars), and did once pay $84/lb for Woodhouse Chocolates (St. Helena). Godiva runs about $40-$56/lb, depending on box size (smaller = more expensive per oz). You must emphasize ingredient quality and skilled craftsmanship in your marketing, else your $46/lb is going to float with no justification. Oh, and if you’re consigning through boutiques, is $5 wholesale or retail?

I’d pay $5/bar–once– and would probably get the whole product line while I was at it–but would carefully weigh repeat purchases on factors such as whether I liked each item more than the vast realm of sweets available within two miles–and how much shipping was going to add to the per-unit cost–because I assume shipping six bars costs the same as one? Will you charge shipping per-unit, per price bracket ($0-10, $11-20), or per distance between you and customer?

Your packaging, though being eco-friendly is a good goal, must ideally prevent moisture and oil transfer, and damage to the product–as well as showing it off attractively. The chocolate coatings will prevent oxidation of the fillings, to a certain extent. Read “oxidation” as “going rancid.” I hope you’ve done shelf-life tests. Have you done temperature-flux abuse testing (heating/cooling to accelerate product aging, blooming, moisture migration effects)

Small business insurance. Mandatory. Also possibly allergen labelling, and being aware of cross-contamination in your kitchen. Do you have to put together a “Nutrition Facts” label for each product–or at what stage (total sales by unit count or $gross sales) does that come into play?

These are aspects that were covered in my packaging and prod. dev classes. If you’ve already thought about them, great!

By: Mimi

Mimi — Sat, 03 Nov 2007 23:38:50 +0000

I have to agree that it depends on your audience. If you try to market your bars to the masses, a $5 chocolate bar will seem like insanity if compared to something like a Giradelli bar purchased at Trader Joes. Even if you say that your bars have the finest ingredients and are handmade, the average Joe will scoff.
If you sell your bars through a Gourmet store and your competition is the artisinal chocolatier from France, and people are expecting to see a $5 chocolate bar handmade with the perfect ingredients, it will seem like a good deal.
I went to Chocolate Maya in Santa Barbara for the first time last week. I was expecting an expensive indulgence so chololate the size of a small marble for $2 each wasn’t as much of a shock as it could have been but it still felt odd to me, like I was shopping in a store for people of a much higher class and income level than I am. That said, the shop is what it is - fine chocolate and the chocolate is being sold to a demographic who would expect to find fine cheese in a cheese store or fine wine in a wine store. They want an experience and they are willing to pay a premium for it.

By: maltsense

maltsense — Sat, 03 Nov 2007 23:02:06 +0000

They sound delicious, and what they are worth is– exactly what people are willing to pay for them. Just like everything else that’s for sale!

By: cybele

cybele — Sat, 03 Nov 2007 16:15:03 +0000

I don’t think that sounds that bad. Lake Champlain charges $3.25 for their bars. Which are rather pedestrian flavors (not that it’s a bad thing!).

My only concern is that it would be expensive to sample the bars and find out which is your favorite. Maybe a box of “Fun Size” mini bars (which would be, you know, like a box of chocolates, not candy bars) to try them all. Same price per pound, just more variety.

Ease of ordering would be the next stumbling block.