If you’ve been anywhere near social media lately, then you’ve likely been presented with videos of influencers dramatically breaking bars of Angel Hair chocolate apart before enthusiastically biting into them. They’re usually filmed in cars, as the consumer can‘t possibly wait to get home before trying them, and include shocked reactions when the inside of the bar is revealed.
So what is Angel Hair chocolate and is it the next big thing in confectionery?
What is Angel Hair chocolate?
Angel Hair chocolate was created by Belgian brand Tucho, and launched onto the market in December 2024.
It features a white chocolate shell that’s dyed pink, and is filled with pistachio cream and Pişmaniye (a type of Turkish candy floss also known as ‘angel hair’).
Is Angel Hair chocolate the next big thing?
Angel Hair chocolate is already trending on social media, garnering thousands of posts on Instagram, X (formerly Twitter) and TikTok.
And brands are rushing to create their own version, with Dubai Chocolate Co. launching their Angel Hair Chocolate bar at Easter this year, while rumours are rife that Lindt is close behind.
Plus Angel Hair is following in the very successful footsteps of Dubai Chocolate as it also contains a pistachio cream filling, feeds into the growing indulgence trend and involves an element of theatre in the eating.
“Tucho’s Angel Hair chocolate bar marks the next evolutionary step following Dubai Chocolate,” says a spokesperson for SIGEP World.
And industry experts are excited by the potential for the bar, with owner of Dubai Chocolate Co. Natalie Busbridge, saying she envisages it becoming a viral trend. Though she goes on to say that while successful, she doesn’t think it will be as powerful as the Dubai chocolate trend has been.
Innovation in chocolate
Angel Hair chocolate also has one key element in its favour, setting it apart from milk and dark chocolate offerings - it doesn’t rely on cocoa solids. Cocoa solids are in high demand as more-popular milk and dark chocolate sales continue to grow.
The white chocolate in Angel Hair chocolate uses cocoa butter, a byproduct of the cocoa bean. Could this be the start of chocolate makers prioritising white-chocolate-based product innovation over milk and dark?
Chocolate is big business
Chocolate has always been incredibly popular with consumers, but something is definitely shifting when it comes to consumer perceptions and demand.
The rise in ‘treat’ culture means sales of chocolates, sweets and cakes are on the up and up, particularly as the ongoing cost-of-living crisis means consumers are indulging in affordable treats rather than bigger investments such as cars and holidays.
“The global chocolate market is on a trajectory of remarkable growth,” says a spokesperson for Polish confectionery brand, E Wedel.
It’s currently valued at $140.12bn (€123.08) and is projected to grow at a CAGR of 4.89% over the next five years (Statista).
This creates big opportunities for confectionery brands across the industry and shows that despite the rising product prices and shrinkflation demand continues to grow and consumers keep wanting more.