ChoViva conquers the supermarket shelves: Now available in REWE and PENNY private label products

Planegg, 07.02.24 – ChoViva, the cocoa-free chocolate alternative made with oats and sunflower seeds, will be available from 12.02.24 in selected private label products from REWE and PENNY. The REWE Group is the first food retailer in Europe that chooses to incorporate ChoViva into its own established and high-selling products.

This demonstrates that the Munich-based startup Planet A Foods has developed a sensory equivalent product to cocoa as an ingredient.

• REWE and PENNY are introducing ChoViva in multiple private label products, making them the first trading partners in Europe to use a cocoa-free chocolate alternative.

• This signifies a significant step towards the mass market for the food manufacturer Planet A Foods and reflects the growing interest in cocoa-free chocolate alternatives.

• Numerous discussions with other retail and industry partners for the introduction of additional products are already underway.

"With the combination of delicious taste, an attractive price point, and innovation, we were able to quickly convince the REWE Group to launch confectionery with ChoViva," says co-founder and CEO Maximilian Marquart. "This launch not only highlights the strong interest of retailers in our cocoa-free chocolate alternative, but also signals that our ChoViva has successfully entered the mass market." As a B2B company for the production of future-proof food ingredients, Planet A Foods sets its strategic focus on both branded and private label products. Only with high-selling products can real market impact be achieved.

REWE and PENNY are the first trading partners that Planet A Foods has won over. Thanks to their innovation and speed, several private label products with ChoViva will be launched from mid-February, with some being permanently available nationwide and others as limited-time promotional items.

Planet A Foods collaborated closely with manufacturers in the product development to present balanced products to the REWE Group. Co-founder Sara Marquart highlights, "We are proud that our partners seamlessly integrated ChoViva into their existing chocolate production. We conducted plant trials in close cooperation with our partners and hence were able to offer REWE and PENNY a range of products at a fast pace."

To drive further growth, Planet A Foods is in discussions with more trading partners and brand manufacturers and is preparing for expansion into the UK. To support this, Planet A Foods also presented itself at the ISM confectionery trade fair at the end of January with its own booth. In addition to many discussions with the industry and trade, the innovation ChoViva received two awards: With ChoViva, Planet A Foods won the internationally renowned "New Product Showcase" innovation award that is given and evaluated by experts, and the product "ja! Neapolitaner Waffles with ChoViva" won the "ISM Consumer Award" chosen by consumers.

Text updated 09/2026 in line with current communication guidelines.