Ghirardelli Urges Consumers to Explore the Dark Side

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Ghirardelli Urges Consumers to Explore the Dark Side

Intense Dark Chocolate, Ghirardelli’s premium dark chocolate bar line, is giving fans the opportunity to dream up the next Intense Dark flavor, through the “Bring Your Dark to Light” contest. The winner will see his or her flavor on store shelves next year.

“We wanted to give our consumers the opportunity to experiment with Intense Dark chocolate in a new, exciting way,” explains Mona Maher, VP of marketing for San Francisco Ghirardelli Chocolate Co. “We are truly listening to what our customers want. In fact, we’re asking them to create it. This new flavor will be created for dark chocolate lovers by dark chocolate lovers.”

Through June 30, consumers can enter their original flavor ideas at A panel of experts will pare the submissions down five finalists, and in August, Ghirardelli will turn to members of the public to vote on the one they’d most like to try, thus deciding the winning flavor.

Entrants can choose up to three ingredients, in addition to the chocolate intensity of their flavor. Judges will evaluate each submission for creativity, originality, manufacturability and flavor appeal, as well as the original name selected for the variety and story behind its creation. The grand-prize winner will receive a trip to San Francisco that includes a private tour of Ghirardelli, which isn’t open to the public; a weekend in Napa Valley; and a $1,000 shopping spree.

Once a vote is registered, consumers are automatically entered for a chance to win thousands of instant prizes, among them Intense Dark chocolate bars and gift baskets; and one consumer will win free Intense Dark chocolate for a year. Visitors to the site can vote every day for more chances to win. Every two weeks, the flavor with the lowest number of votes will be eliminated. The flavor that survives each elimination round will be the next Intense Dark flavor.

The Intense Dark chocolate bar line currently consists of Twilight Delight (72 percent cacao) Evening Dream (60 percent cacao), Midnight Reverie (86 percent cacao), Espresso Escape 60 percent cacao) and Toffee Interlude, a sweeter dark chocolate featuring toffee and caramelized almonds.