US launch for Nestlé Turkish premium chocolate bar brand Damak
Described as a “sumptuous combination of buttery, crunchy pistachios and silky smooth chocolate”, Damak will be sold in two flavors - fine chocolate and dark chocolate – in a 2.82 oz bar with a suggested retail price of $2.49. They contain no artificial flavors or colors.
Nestlé said Damak, which was founded in 1933 and is pronounced “dih-mok”, offered an adventurous taste not found in other chocolate, said Nestlé. The name is Turkish for “great taste”.
The launch is designed to tap growth in the US premium chocolate market, which had grown 11% year-on-year in the past 12 months according to Nestlé.
'Bold and exotic combination'
“Damak chocolate bars are a bold and exotic combination of smooth chocolate and flavorful pistachios, which creates a delightful experience,” said Shelly Lofino, brand development manager for Damak at Nestlé USA.
“The brand is rich in heritage and offers a one-of-a-kind taste that must be sampled to truly appreciate.”
Nestlé added that Damak was committed to making a positive impact on the lives and livelihoods of the farmers who grow the brand’s pistachios in the Gaziantep region of Turkey. Nestlé Damak has committed more than $1m to train them in efficient agricultural techniques designed to improve and increase harvests.
Turkey is the third largest producer of pistachios in the world with its 105,000 tonnes a year contributing about 20% of total world production.
