Like many of us, Chris Mears has always been a fan of chocolate.
And since he was a kid, he noticed the same mainstays at the front of the grocery store - M&M’S, Kit Kats and others.
But, Mears reached a point in his life when he was unable to enjoy his childhood favorites due to the unknown ingredients included in each bag or bar.
After a career in the natural foods industry, Mears set out to launch a brand that mimics your favorite chocolate products, but does so with a natural ingredient list.
“We’re going to take the products you loved as a kid and we’re going make a better version of it,” he told Colorado Inno.
Since launching Boulder-based Little Secrets in 2014, Mears admits that he’s made every mistake in the book, from incorrect packaging to the wrong retailers and everything in between.
But, there’s one part of the business he has been unwilling to relent on.
“We absolutely wanted to make sure it was natural with no artificial colors and flavors, fair trade ingredients, but we also recognized at the end of the day this is chocolate,” he said. “If it doesn’t taste amazing, you can have all the accolades in the world, but people aren’t going to come back and buy your product.”
Since it created its first M&M alternative, the Chocolate Pieces line, in 2015, Little Secrets has been focused on offering a natural product without compromising on taste.
It was that balance that lured Jeremy Vandervoet to join the company after a 13-year career with Nestle. He had tried a variety of natural chocolate brands, but none of them offered the taste that Little Secrets did.
“I remember eating the product, and Chris had this great vision of taste and high-quality ingredients,” he said.
Little Secrets’ products are made using Fair Trade chocolate and no artificial colors, flavors or corn syrup.
The company’s Chocolate Pieces line features flavors such as Sea Salted Almond in Dark Chocolate and Toasted Coconut in Dark Chocolate. Little Secrets has since launched its Crispy Wafers line, a Kit Kat alternative, and recently debuted its Cookie Bars that mimic a Twix bar.
The company is unafraid positioning itself against these traditional chocolate powerhouses, with Vandervoet describing Little Secrets as a ‘challenger brand.’
Little Secrets recently expanded its nationwide partnership with Whole Foods, where it will now offer 18 different products on the market’s shelves.
Mears said the company’s primary focus in 2020 will be on nailing this partnership, as he anticipates a strong showing with Whole Foods will lead to further deals down the road.
“If you nail Whole Foods and the natural channel, those types of retailers start calling you, versus you calling them,” he said of larger retail brands.
In addition to Whole Foods, Little Secrets’ new Cookie Bars, Almond Butter Crispy Wafers and Mini Crispy Wafers are available nationwide at Sprouts, Lucky's, Natural Grocers, Fresh Market, Earth Fare, PCCs, Fresh Thyme and Central Market.
The 12-person company is based in Boulder, where it has doubled its staff in the last year. Mears said the community has been extremely helpful in guiding Little Secrets, offering advice when it's needed.
“Within small companies in natural foods, there’s a lot of sharing,” he said. “Everyone is willing to help.”
Both Mears and Vandervoet agree that the consumer transition from traditional chocolate offerings to natural ones has been slower than in other snack and food industries. But, they think now the tides are turning.
“I’ve seen the same front register items since I was a kid,” Mears said. “We do believe that the consumer is now shifting, and chocolate is the last frontier.”
