In Morocco, the spreadable chocolate market is experiencing a real revolution. While international brands have long reigned supreme, a wave of new Moroccan players is emerging, some of whom are starting to make their place alongside foreign giants. Recently, the acquisition of Nutkao, the Italian leader in spreads, by the Moroccan company Teralys illustrates this promising dynamic.
The chocolate spread sector in Morocco is booming, with a multitude of new Moroccan brands establishing themselves in this niche. They are distinguished by their sensitivity to local tastes and their capacity to innovate. According to an agri-food expert with 36 years of experience, “it is a growing and clearly evolving market”.
Rich in opportunities, the market attracts daring entrepreneurs who seek to capture the attention of Moroccan consumers. These new brands are striving not only to compete with foreign giants, but also to meet a growing demand for more authentic and quality products.
The battle of the brands
HHistorically, international brands have dominated this sector thanks to their visibility and often lower manufacturing costs. However, this situation is changing. Moroccan brands, while recognizing the power of foreign players, rely on the quality of their products. Indeed, the expert underlines that “Moroccan companies must play on the cost of raw materials, because in terms of quality, they are better”.
Read also ｜The Canadian HolyChoco sets up in Morocco
The establishment of these new brands is not limited to the simple imitation of foreign products. Local producers integrate premium quality ingredients and adopt recipes that better meet the expectations of Moroccan consumers. This allows them to build a real brand identity, playing on characteristics such as authenticity and taste.
The Acquisition of Nutkao: A Strong Signal
One of the recent notable events in this market was the acquisition of Nutkao by Teralys. This purchase underlines the desire of Moroccan companies to strengthen themselves and establish themselves in the chocolate spread market. Nutkao, recognized for its quality and expertise, offers Teralys an opportunity to diversify its offering while capitalizing on European know-how.
This investment is a sign that the Moroccan food sector is becoming more open to strategic collaborations, which could benefit the national economy as a whole. By strengthening their market presence, these local companies are also able to boost employment and increase their competitiveness.
As a reminder, the subsidiary of the Al Mada investment fund, TERALYS, specialized in the agri-food sector, has just revealed the signing of a memorandum of understanding to acquire NUTKAO, one of the main European players in the processing of cocoa and plant proteins, as part of an international competitive process. This operation will be finalized after obtaining the necessary administrative authorizations.
With this second major operation, TERALYS strengthens its commitment to the field of agro-industry while announcing its desire to acquire NUTKAO. Founded in 1982, NUTKAO is recognized for its production and distribution of cocoa, hazelnut and pistachio products. The company has production sites in Italy, but also in Belgium and the United States, as well as a cocoa processing unit in Ghana.
Increasingly tough competition
As competition intensifies, Moroccan brands must continue to innovate and diversify to stand out. Local know-how, combined with effective marketing strategies, could well make the difference. With chocolate consumption steadily increasing, local brands have an opportunity to educate consumers about the value of their products and encourage support for the domestic industry.
Read also ｜External shocks and distributive impacts on food prices: The analysis of Carlos Van Hombeeck of the IMF
With the launch of all new brands, the chocolate spread market in Morocco is at a turning point. Moreover, the section on supermarket shelves reflects this diversity and suggests promising potential.
