70% Dark. 30% WHAT? | Healthy Food vs The Whole Truth

*Drumroll*

The Whole Truth is we’re launching India’s First Date-Sweetened Dark Chocolate!!!

Yup, sweetened only with dates. No Added Sugaaaaaa!

No chemicals and no fake photos eithaaa! That’s what all this has been building up to. Read on!

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Some people think we’re a snack brand. Some others assume we’re a ‘Healthy’ Food company. But, truth be told, we see ourselves as a truth company. Our mission - to bring truth back to food. To make food real again.

And real food, by definition, can’t be ‘healthy’ or ‘unhealthy’. Infact if you’ve been following our recent ad-series, you’d know how much we loathe this word ‘healthy’. It’s the food marketeers biggest weapon, because no one knows what it means. Esp when it’s applied to whole categories of food!

Pizzas are unhealthy. Soups are healthy. Chocolate is unhealthy. Protein bars are healthy. Huh, right. We wouldn’t need to exist if they were.

Truth is, food isn’t inherently healthy or unhealthy. And neither are the people who eat it. The same person eats a protein bar after working out in the morning, and then ends their day with a piece of chocolate. Or two. Depending on how harsh the day’s been.

If that sounds like you, then hey, welcome to the club. The club of normal people. People who love chocolate (who doesn’t?). And people who try real hard to eat clean, nutritious food, everyday. We see you, and we did this for you.

It took us 18 months, and countless iterations, to clean up chocolate. Along the way, many asked us - aren’t you a healthy food company? Aren’t you going tooo far, entering a category as indulgent and ‘unhealthy’ as chocolate?

Well, they were right about one thing. We did go too far. From setting up our own bean-to-bar facility, to ethically sourcing the best beans directly from farmers, to spending months and months getting the taste right - we went further than we’ve ever gone before, to clean up our one, true indulgence. Chocolate.

So come, join us on this journey, as we take you behind the scenes on what it took to make India’s first, date-sweetened chocolate.

Cheers
Team @ The Whole Truth

PS: As we researched this category, we realised, chocolate is so many things to so many people. What is it to you? Tell us in comments.

PPS: Use code DARKSECRET and get 20% off during the launch week.

Credits

Steve Jobs & Apple: These ads are inspired by the Mac Vs PC ads of yore. There is a reason Apple is the company it is. And Steve Jobs was the man he was. If only we could be a fraction of that. Respect.

Directed By: Karan Talwar
Produced By: Harkat Studios
Written By: Shashank Mehta
Animation By: Thought Over Design
Cast:
Salonee Bharadwaj (Dark Chocolate)
Shashank Mehta (The Whole Truth)