GFF – GO FOR FIT expands its range with a new 70% dark chocolate bar with no added sugars

The GFF – GO FOR FIT branded range continues to expand with a new product designed for those seeking a balance between taste and nutritional awareness: a 70% dark chocolate bar with no added sugars. This launch responds to the growing demand for “free from” products, delivering a clear and straightforward message: 70% cocoa and zero added sugars (contains naturally occurring sugars).

The no added sugars chocolate market: a growing segment

The no added sugars chocolate segment is currently one of the most dynamic areas within the category, with global growth estimated at around 5% per year, signalling a structural evolution rather than a temporary trend. Within this scenario, dark chocolate stands out as the most resilient and robust sub-category, supported by a strong perception of quality and a positioning increasingly aligned with the concept of conscious indulgence.
In Italy, market dynamics are shaped by a progressive premiumisation: while overall volumes are under pressure, category value continues to grow, driven by more selective purchasing behaviours and a preference for products with higher cocoa content and a more controlled nutritional profile. In this context, the chocolate bar format remains central, accounting for over half of the category’s total value and retaining a key role in assortments thanks to its rotation potential, shelf clarity and alignment with evolving consumption habits.

70% dark chocolate bar with no added sugars: product features and positioning

Commenting on the launch, Paola Parini, Category Manager at Atlante, said:
“No added sugars is a fast-growing category in Italy and globally. Consumers are increasingly focused on health and wellbeing, and they are looking for products that combine indulgence with better control of sugar intake, including for needs such as glycaemic management.”

From a nutritional perspective, the bar features a profile typical of a structured dark chocolate, with sugars at 0.8 g per 100 g, designed to support simple portion management while preserving the full dark-chocolate experience.

On the palate, it delivers a direct and focused profile: cocoa takes centre stage, with an intense yet balanced taste and a rounded mouthfeel that makes each square a genuine moment of pleasure. Ideal for a quality break after lunch, mid-afternoon or whenever there is a desire for chocolate, with greater attention to sugar intake.

The evolution of the GFF – GO FOR FIT offer in the dark chocolate segment

With this new reference, GFF – GO FOR FIT strengthens its presence in a fast-growing area, consolidating its position in the high-cocoa dark chocolate segment with no added sugars. The 70% bar integrates seamlessly into the range, responding to increasing demand for products that enable sugar reduction without sacrificing enjoyment, while offering the trade a clear, relevant reference aligned with the ongoing premiumisation of the category and evolving consumer behaviours.