Chocolate imbued with ‘good intentions’ and endorsed by Dalai Lama
The Intentional Chocolate company has said that “break through licensed technology” allows its chocolate to be “embedded with intention and ordered energy” through the good intentions of meditators who infuse positive energy into the chocolate.
Free Tibet and eat Intentional Chocolate?
The company claimed its chocolate was the first the Dalai Lama had ever tasted and even quoted him in its press release.
“I think this chocolate will bring great happiness to mankind,” he reportedly said.
ConfectioneryNews.com contacted his Holiness via twitter to confirm the endorsement, but he was unable to respond before publication.
The release claims the chocolate is scientifically proven to reduce stress and increase energy and vigour by 67% in tests conducted by The Human Energy System Alliance (HESA).
Coincidentally, Jim Walsh, Intentional Chocolate’s founder also happens to the chairman of the HESA, an organising that believes “we are not simply material beings, but energetic beings, too, participating in an interconnected web of energetic exchange between all things”.
The company said that it donates 20% of its net profits to “intentional causes”. See its press release in full here.
Other odd strategies
It is not uncommon for food companies to use unconventional strategies and names to market their products.
Earlier this year US company Leaf Brands launched a new fruity sweet brand called Farts Candy, which is marketed at children. Company CEO Ellia Kassoff said: “We decided on the name Farts, because you can’t help but giggle and smile when you hear it. Kids love the name! To us, the candies look like little poofs.”
In a bid to appeal to the convenience snacking market, a US-based company last year launched the Candwich – canned sandwiches that it has said can guarantee a longer shelf-life.
In the Eighties, another US company, the Dep Corporation decided to change the name of its appetite-suppressant candy, Ayds, as increased awareness of a disease with a similar name spread during the decade. A video of the company's advertsing campaign can be found here.
