Stir Crazy is the latest chocolate temptation

The newest version of the stir-in drinking chocolate is Stir Crazy, which comes from Sweet Temptations, and is very interestingly packaged: the spoon is already fixed Excalibur-like into the top of the chocolate.

This is not an entirely new idea. Several makers have tested solid lumps of chocolate on the end of a stick, with the idea that the chocolate is dipped into a cup of hot milk. The consumer can either stir the entire ‘lump' into the milk, or stop when they have reached the thickness of blend they wish. One recent brand launch flavoured the chocolate with Cointreau, and used the brand in its promotion.

The Sweet Temptations product is promoted as a premium one. The cocoa content varies from 28 per cent for the white chocolate flavours, 40 per cent for the milk chocolate flavours and up to 85 per cent for plain chocolate. The suggested mix is 200cc of milk per 50gm spoon. The suggested selling price for a cup served in a hotel or cafe would be at least £3.00 - £3.50.

The chocolate lumps, with their attached wooden spoons, are packed individually in clear film with a card header. The shape is such that they stand naturally vertical for display.

There is a starter pack, which offers a selection of 120 ‘spoons' for £174. There are 40 different flavour options ranging from the expected hazelnut, praline and espresso to orange, wasabe and banana, and even Indian spices.

By Ian Boughton