Chokito: New And Improved?

If ever there was a chocolate bar that needed a spin doctor it was the Chokito

. Historically one of those things you either love or hate, Chokito is a hefty sized chocolate covered bar of caramel fudge and crisped rice. Manufactured by Nestl Australia, it was advertised in the 1970s under the slogan Chokito gets you going. Which ordinarily would have been fine but for one thing. The practice, by a small cheeky minority, of floating an unwrapped bar in a swimming pool and pretending it to be something else. An act that christened the added tag line of to the toilet. A rather unfortunate moniker which even the use of the Cast of Fame in a series of 1980s TV advertisements failed to shake off.

However Nestle clearly believe in this product. So much so that they invested millions to relaunch it in 2010. Backed by a successful television, billboard and digital advertising campaign which saw the brand attract more 380,000 hits on YouTub and over 14,750 Facebook fans, Chokito is now being promoted as a snack whose target market, in the words Penny Sarfati, Managing Director of their advertising agency, JWT Sydney, to blokes 24-35 who still want to break free and have fun.

Sporting a new tagline Big Feed, Big Taste the modern day Chokito now has new packaging, a new logo and perhaps most importantly a new, improved recipe. The reformulation is most intriguing, as it involved quite a radical change. For a start it is being made with New Creamier Chocolate, something that is proudly emblazoned on the packaging and involves moving away from the compound chocolate that was used in the original formula and adding guarana to the recipe. It also now features rice balls as opposed to the previously used bubbles that seem to pack a much crispier punch.

Most welcome however is the reduction in the amount of fat found in the new version of Chokito. Whereas the older version of the bar contained 10.7 grams of fat of which 7.3 grams was saturated; the current version contains 9.1 grams of which 6.7 is saturated. Whether all these changes translate to a better, tastier eating experience I am not sure. But one thing I am sure about is there is only one sure way to decide.

Go out and buy one!

by: Spencer Samaroo

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