Rediscovering the fruit that time forgot. Embarking on an exciting journey with Cadbury's parent company to create a sustainable snacking brand. Client: Mondelez Media: Branding, Campaign, Strategy Since the Olmecs, the cacao fruits’ various components have remained overlooked, overshadowed by our pure enjoyment of that smooth, sugary deliciousness we call chocolate. But we set out to be the brand to save the cacao fruit from the chocolate industry. How? Read on… Unless you live somewhere around the equator, chances are that all you know about cacao fruit is that its beans are used to make chocolate. Through the ideation and creation of a range of wholesome and sustainable snacks made from the unused bits of the fruit, we’d aim to benefit both consumers and growers. This is the story of CaPao, a project that unveiled an extraordinary superfruit hidden deep within the lush jungle and introduced it to the world. (Re)Discovering a super fruit. Via back channels and the dark web we smuggled a few bags of cacao pulp out of the Amazon straight to our inner London offices. There are many other amazing parts to the cacao fruit, but the pulp is the white, sticky, and fleshy substance that surrounds the cacao beans inside the pod. Rumours spoke of its unique and enchanting taste, so we eagerly gathered around, shot glasses at the ready, to sample this long-forgotten fruit. And let me tell you, the experience was mind-blowing! The texture was a bit like wallpaper paste, but the flavour was something else entirely – a tantalising blend of fruity sweetness, tanginess, and just a hint of acidity. Imagine the tropical delights of mango, pineapple, passion fruit, and lychee all wrapped up in one incredible taste experience, with a refreshing, lemony aftertaste. It was truly incredible! So, if this fruit is so extraordinary, why isn’t it already lining supermarket shelves everywhere? Well, when cocoa beans are harvested, they have approximately 24 hours before it ferments. So the very independent cacao farmers found down very long bumpy winding roads in the jungle usually just split the pod, empty out the beans and throw the rest away. It’s only because of a mixture of better roads, so refrigerated trucks can now get to the farms, and flash pasteurisation, that the rest of the cacao fruit can now start to be explored. Discovery and ideation After tasting the pulp, our mission was clear: to build a brand focused on sustainability and harness the untapped potential of all the cacao fruit. Research revealed that the cacao fruit is highly nutritious: packed with magnesium, iron, zinc, potassium, fiber, B vitamins and antioxidants. With this knowledge, we set out to create a range of products that would not only delight the taste buds but also provide a wholesome and sustainable snacking experience. It was also great for the cacao communities too – helping farmers because it’s no longer just about selling the beans, but the whole fruit. Collaboration and experimentation In partnership with Cadbury’s chefs in Bournville, we embarked on a culinary adventure. Together, we explored the possibilities of incorporating the various parts of the cacao fruit into delectable offerings. Countless hours were spent researching, experimenting with taste profiles, textures, and product formats. The goal was to strike the perfect balance between indulgence and nutrition, ensuring that each CaPao product would captivate the palate while delivering the inherent goodness of the cacao fruit. My personal favourite was a brownie that you’d swear was chocolate, made out of the cacao fruits’ highly fibrous husk. Brand building To ensure that CaPao resonated with consumers, we conducted extensive market research and developed multiple brand designs and propositions. This allowed us to explore various potential futures for the brand, identifying the most compelling and resonant direction. With each step, we refined our vision, creating a sustainable-focused brand that harnessed the unique advantages of the cacao fruit and catered to the evolving preferences of conscious consumers. Early brand territory research Chosen brand – Capao Launching on Kickstarter Finding our core audience Finally, the world was introduced to CaPao and its extraordinary cacaofruit-based products. We chose to launch on Kickstarter, so we could continue development while finding what the snacking community loved about it. After further development we soft launched in L.A. with a range of Smoothie Balls and Fruit Jerky Strips in various flavors, which are all vegan, gluten-free, and non-GMO, with no added sugars or preservatives. The brand’s commitment to sustainability was further affirmed as CaPao became one of the first companies to receive the prestigious Upcycled Food Certification, recognising its dedication to reducing food waste and utilising the full potential of natural resources. We also worked to source a manufacturing process that is fully wind-powered, and all packaging is recyclable via a reward based PantaPå recycling app. Scaling up production CaPao’s journey from the forgotten depths of the jungle to becoming a trailblazing brand in the snacking industry has only just begun. By unearthing the hidden superfruit within the cacao fruit and leveraging its nutritional value, CaPao has started to capture the hearts and taste buds of consumers in America and, pending ‘novel ingredient’ approval will hopefully hit shelves worldwide soon.