At ProSweets 2025, Jacob Hesse, Food & Beverage Growth Champion at Koa, captivated the audience with an insightful keynote exploring the future of sustainable chocolate using cacao fruit pulp. Kiran Grewal reports.
With an emphasis on health, sustainability, and indulgence, Jacob introduced attendees of ProSweets and ism 2025 to Koa’s innovative use of cacao fruit pulp, a byproduct of chocolate production that is traditionally discarded.
Health and ethical indulgence
Jacob opened his keynote by highlighting shifting consumer preferences, particularly in Europe, where 73% of consumers seek to reduce unhealthy ingredients in their indulgences. “We have no additives, organic, GMO-free products, appealing to those seeking clean labels and minimal processing,” he explained. Koa’s mission extends beyond health, addressing critical sustainability concerns in the chocolate industry, including ethical sourcing, child labor issues, and deforestation. With 50% of chocolate products launched in 2022 featuring ethical claims, the demand for sustainable options has never been higher.
Nearly 3 in 5 European consumers prioritise taste when buying chocolate and 1 in 4 consumers in Europe have increased chocolate consumption due to the variety and novelty available in the market. (Innova, 2024)
A tasting experience like no other
To bring the concept of cacao fruit utilisation to life, Jacob’s team distributed samples of Koa’s innovative products. The first tasting featured milk chocolate infused with dried cacao fruit pulp, known as Koa Flakes. Attendees eagerly shared their impressions. “It’s definitely got a crunch to it,” one participant noted. “There’s a richness and a strong, encouraging flavour.”
Jacob then provided deeper insight into Koa’s approach. “Normally, only 25% of the cacao fruit—the beans—is used for chocolate. The pulp and husk are typically lost in the process. We upcycle this fruit pulp, giving it new life while providing additional income to smallholder farmers.”
A vision for sustainable chocolate
Koa’s business model is built on sustainability and impact. With over 4,000 smallholder farmers currently involved, the company has established solar-powered mobile production units that extract cacao pulp directly on farms in Ghana. Farmers retain their beans and are paid instantly via mobile money, ensuring fair and traceable transactions through blockchain technology. As Jacob announced, Koa recently launched a second factory, with the goal of expanding to 10,000 farmers and upcycling 3,000 metric tons of cacao pulp, creating 250 new jobs in rural Ghana. “We’re about 40-50% of the way there, but our vision is clear,” he stated.
Gen Z values creativity one-and-a-half times more than baby boomers, opening the door for unexpected flavour juxtapositions and ‘crazy’ flavour combinations/fusions. (IFT, 2025)
Expanding the flavour experience
The tasting journey continued with Koa Flakes as a standalone product. Attendees compared its taste to dried apple rings, appreciating its natural sweetness and texture. The next sample introduced the flakes incorporated into white chocolate, an experiment that intrigued the audience. “It’s a little bit sour but mixed with the sweetness of white chocolate, creating a unique contrast,” one taster observed. Another participant noted, “The crunchiness gives it a nice dynamic—very good!”
Jacob then introduced a bolder creation: dark chocolate sweetened solely with Koa Flakes instead of refined sugar. “This is dark chocolate,” he cautioned, before passing samples around. Reactions varied, with one participant noting its “sourness and crunchiness from the pulp,” while another described it as “very bitter.”
As the session wrapped up, Jacob emphasised the potential of cacao fruit as an ingredient that benefits both consumers and producers. He invited industry professionals, retailers, and consumers to explore Koa’s offerings, including collaborations with brands like Lindt and Stella Bernrain. “Whether you’re in production, retail, or simply a consumer, there’s a place for cacao fruit in your journey.”
Koa’s mission focus is to create a new experience with what was previously perceived as a waste product, and in doing so, will address demands for health-conscious innovation and ethical sourcing. As Jacob put it, “It’s about taste, impact, and rethinking indulgence.”
Flavour innovation: Two-thirds of UK consumers are attracted to chocolate bars combining two or more flavours, with interest peaking at 79% among 25-34-year-olds. (Mintel, 2024)
