The First To Market Candy Bar, WOO™, Layered With Chocolate, Caramel, Peanut, and Cow-Free Nougat Available Now in the U.S.
Napa, Calif., March 29, 2022 – betterland foods™, a new venture started by proven entrepreneur and food pioneer, Lizanne Falsetto (Founder and Former CEO of Think!®), today announces its newest game-changing product line, WOO™: the first chocolate bar to market in the animal-free candy category using Perfect Day’s whey protein. WOO’s layered chocolate bar contains delicious, organic chocolate, caramel, peanuts, and cow-free nougat, and will be available online direct-to-consumer on March 29th, with plans to move into retail in September.
In 2019, it was estimated that the size of the global chocolate confectionery market amounted to nearly 140 billion U.S. dollars, and is expected to exceed 187 billion U.S. dollars by 2026. Despite this growth, innovations within the layered chocolate candy industry have been relatively stagnant over the past 80 years, with confectioner innovations largely focused on “flavor, product size, and packaging rather than innovating for health”.
“We’re rewriting this tired old narrative that in order for something to be healthy for you, it’s not going to taste as good. That’s just not true. We’ve proven it first with betterland milk™, and again with WOO,” said Falsetto. “This is a candy bar that tastes just as delicious as other leading layered chocolate candy bars we know and love, while containing half the sugar and two times the protein. This is candy bars, evolved.”
On average, WOO’s layered chocolate bar contains less than half the sugar and 2x the protein* of leading American layered chocolate bar brands. WOO contains just 200 calories, while also being animal-free and lactose-free.
“Think!® was the first zero sugar, 20 gram protein nutrition bar on the market. It sold right next to candy because the protein bar category simply didn’t exist. My goal with Think!® was to help consumers become more conscious of their sugar, carbs and protein intake when looking for an edible option on-the-go,” stated Falsetto. “Over the years, I have watched the chocolate candy category grow. It struck me that most of the innovation in the space was about modulating sugar levels, portion control and packaging configuration, without fundamentally addressing what consumers really want: the great taste and indulgence they crave – delivered with better-for-you ingredients that are also better for the planet. We’ve achieved this with WOO.”
Sustainable Animal-Free Whey Protein
WOO’s clean and sustainable animal-free whey protein comes from Perfect Day, whose co-founders Ryan Pandya and Perumal Gandhi pioneered the world’s first precision-fermented protein starting in 2014. betterland foods™ will be the first company to launch layered chocolate candy made with Perfect Day protein. Instead of relying on cows, Perfect Day utilizes microflora to create proprietary animal-free whey protein identical to the protein found in cow’s milk, allowing it to deliver on the taste and texture people love and expect. Perfect Day’s whey protein is also significantly more sustainable than conventional whey protein sources, reducing blue water consumption by up to 99%, greenhouse gas emissions by up to 97%, and non-renewable energy use by up to 60%.
“Lizanne’s experience as a protein innovator and retail disruptor made her our first choice for the launch of candy made kinder and greener with Perfect Day’s whey protein,” said Ryan Pandya, co-founder and CEO of Perfect Day. “Lizanne has already proven what she can do with betterland milk™, and we are thrilled to now bring animal-free layered chocolate candy to consumers who have been excitedly awaiting more products made with Perfect Day protein.”
WOO will be available DTC to interested customers on March 29th at woobars.com, at an MSRP of $2.69.
* Contains 8 g protein vs. 4 g protein in with a leading brand of layered chocolate bar containing peanuts, caramel, nougat, and chocolate.
About betterland foods™
betterland foods™ was founded on the vision of a kinder, more sustainable food system that benefits both people and the earth, without compromising taste, texture, or nutrition. Founder and CEO Lizanne Falsetto leads her team across multiple food categories, ushering in the next generation of accessible, clean, delicious, protein-rich foods, while treading gently on our planet, creating a better future for all. To learn more, visit www.betterlandfoods.com, or follow them on LinkedIn, Facebook, or Instagram.
About Perfect Day, Inc.
Founded in 2014 by bioengineers Ryan Pandya and Perumal Gandhi, Perfect Day is on a mission to create a kinder, greener tomorrow through the thoughtful use of biology. Through three business units across B2B ingredients, consumer brands, and enterprise biology, Perfect Day is working with partners around the world to recreate foods and goods we love in a way that systemically builds a climate-positive future.
The company’s flagship product, the world’s first precision fermentation protein, debuted in 2020. Instead of relying on cows, Perfect Day works with microflora to create proprietary animal-free cow whey protein. While delivering the same taste and texture as conventional cow whey protein, an ISO compliant, third-party reviewed life cycle assessment (LCA) found that Perfect Day’s whey protein reduces blue water consumption by up to 99%, greenhouse gas emissions by up to 97%, and non-renewable energy use by up to 60%, compared to conventional production methods. To learn more, visit perfectday.com or follow along on Facebook, Twitter, Instagram, and LinkedIn.