Ghirardelli Raises the Dark Chocolate Bar

Sounds like they’ve gone over to the dark side whoosh, whoosh "Luke, I am your chocolate." whoosh, whoosh — LD

SAN FRANCISCO -- America's obsession with premium dark chocolate is intensifying, a trend marked by rising sales and an appreciation for richer, darker and more sophisticated flavors. To satisfy the cultured palates of dark chocolate enthusiasts, the Ghirardelli Chocolate Company is announcing the addition of three new flavors -- Midnight Reverie(TM), Evening Dream(TM) and Mint Bliss(TM) -- to its popular Intense Dark product line launched in 2006.

Ghirardelli is a leader in premium dark chocolate that has been changing the category landscape with its strong innovation. In 2006, the top four premium chocolate bars launched were the four new Ghirardelli Intense Dark Chocolate Bars. Confectioner magazine awarded Ghirardelli the Gold Medal for being the Premium Chocolate Bars Category Driver this year.

Ghirardelli will expand the Intense Dark line this year to meet growing demand for more flavors.

Dark chocolate lovers nationwide are indulging themselves at a record pace. The category has grown 49 percent from 2003 to 2006, with sales reaching nearly $1.2 billion last year, according to Mintel research.

Mintel projects continued growth of dark chocolate in the coming years and Ghirardelli is leading the way with its delectable variety of flavors.

Each named for a distinct and pleasurable everyday moment, Intense Dark Chocolate Bars are available in a range of flavors, sizes and cacao percentages. Ghirardelli is launching Midnight Reverie, an 86 percent cacao bar, one of the highest cacao content bars widely available nationwide, and earlier this year expanded the line to include 4.87-ounce bags with individual bite-sized pieces.

"As chocolate lovers' tastes for dark chocolate become more developed, Ghirardelli will continue to create new flavors to satisfy and intrigue their more sophisticated palates," said Fabrizio Parini, senior vice president of marketing for Ghirardelli. "The expansion of the Intense Dark line will provide a complete range of high cacao percentage dark chocolate products from the milder, more rounded 60% Evening Dream to the ultimately intense 86% Midnight Reverie."

New products in the Intense Dark Gourmet Chocolate Line for 2007 and 2008
Each Intense Dark Chocolate Bar is named after a distinct and pleasurable everyday moment. The three new flavors that will be available nationwide:

-- Midnight Reverie (86 percent cacao) -- Savor the ultimate in chocolate intensity with this 86 percent cacao dark chocolate. The deep, full bodied flavor is noticeable upfront and evenly throughout with hints of dark cherries, dried plums and a roasted flavor from the high cacaocontent. The supremely smooth texture has a fine, crisp snap with overall round, warm chocolate notes that linger for a lasting, enchanting finish.
-- Evening Dream (60 percent cacao) -- Embark on a sweet escape and let your worries float away with the impeccably matched balance of 60 percent cacao dark chocolate blended with prized Madagascan vanilla, a variety specially sourced to complement the chocolate's distinctive flavor profile. The light, floral notes of the vanilla enhance the vibrancy of the creamy dark chocolate, mellowing the flavors and creating exquisite harmony.
-- Mint Bliss (60 percent cacao) -- Close your eyes and rejuvenate with luxurious 60 percent cacao dark chocolate infused with the essence of natural mint. The crisp, clean and zesty flavor of fresh mint adds sparkling contrast to the smooth and seductive dark chocolate to awaken the senses.

The suggested price for Midnight Reverie, Evening Dream and Mint Bliss bars is $2.99. Mint Bliss is currently available in bars nationwide, and also in 4.87-ounce bags with individually wrapped bite-sized pieces.

Evening Dream is available now with limited distribution and Midnight Reverie bars will debut in January 2008. Intense Dark Chocolate Bars in the original Twilight Delight(TM), Citrus Sunset(TM), Toffee Interlude(TM) and Espresso Escape(TM) flavors are available in Ghirardelli retail shops, specialty stores, local grocery stores and drug stores. Twilight Delight, Espresso Escape and Mint Bliss are also available in 4.87-ounce bags with a suggested retail price of $3.99 each.

For pairing information, tasting notes and to find out your chocolate personality, visit http://www.savorchocolate.com.

About The Ghirardelli Chocolate Company
The Ghirardelli Chocolate Company is a manufacturer and marketer of premium chocolate products. Incorporated in 1852, Ghirardelli has an incredibly rich American history. As the country's longest continuously operating chocolate manufacturer, Ghirardelli has established its position as America's Premium Chocolate Company with more than 150 years of chocolate making experience. Ghirardelli's product line includes its signature Squares(TM) chocolate, Intense Dark(TM) chocolate, other chocolate confections, baking chocolate and beverages. These items are sold through select specialty stores, grocery stores, drug stores, mass merchandisers and department stores. In addition, Ghirardelli sells a line
of premium chocolate, syrups and drinks for the Food Service channel.

Ghirardelli currently owns and operates 11 retail stores in four states, including the original Soda Fountain & Chocolate Shop located in San Francisco's historic Ghirardelli Square. For more information about Ghirardelli, visit http://www.ghirardelli.com.

SOURCE: Ghirardelli Chocolate Company