Many consumers avoid E-numbers and steer clear of processed ingredients in favor of natural ones, even when it comes to sweet treats.

For the last 180 years alkalization has been applied during cocoa processing to impact the color and flavor of the cocoa powders. Thanks to alkalization cocoa manufacturers could obtain cocoa powders in colors ranging from light brown to deep dark black. However alkalization means a compromise in the ingredient labeling and positioning  of the final consumer product.

Depending on the region and level of alkalization alkalized cocoa powders have to be marked as “cocoa processed with alkali” or with an E-number on the ingredient list, and never allow for a '100% Natural' positioning of the consumer product. This leaves a gap in the market offering of natural cocoa powders as for the last 180 years there was no cocoa powder available in the market that has a naturally obtained dark brown color and a rich, intense in chocolate flavor while being 100% natural enabling not only a clean label but also a 100% natural positioning for food manufacturers.