Others may be lobbying to be able to substitute vegetable oil for cocoa butter in the making of chocolate, but not Mars Inc.
The company came out in an attempt to differentiate itself as a purist among others that are looking to use less expensive vegetable oils in place of cocoa. Today, companies can substitute vegetable oils for cocoa butter in product manufacturing but are prohibited by the Food and Drug Administration from calling the item chocolate.
"Changing the definition of what chocolate is would be a mistake," Todd Lachman, president of Mars Snackfoods US told The Associated Press. "The bottom line is that we're not going to change our chocolate. Today, Mars US chocolate products are pure, authentic chocolate and they're going to stay that way."
Mars' position is a break with its stance in the past. Back in 2000, the company had said it would support allowing up to five percent vegetable oil for use in chocolate.
Discussion Questions: Do you think consumers are supportive of a change from cocoa butter to vegetable oil to make chocolate? Will the Mars announcement give it added "chocolate legitimacy" with consumers versus the other major candy manufacturers?