Eat Chocolate and Chill Out

The next big thing is relaxation foods according to food-marketing guru Phil Lempert. Since the majority of us are stressed out about something―the economy, phantom or real terrorists, H1N1, making it into the right college, and a host of other modern-day fears―bliss for a buck or two sounds like a great deal.

Lempert sees a shift from comfort foods to relaxation foods in the form of “anti-energy bars, snacks and a resurgence of dark chocolate rich in antioxidants designed to actually relax or put you to sleep.”

However, I’m unclear on that last part, is the chocolate designed to relax you or put you to sleep, or is it the antioxidants that help you snooze? I’m under the impression that chocolate’s mood-altering chemicals cut a wider swath. Chocolate naturally contains hundreds of chemical compounds, and research points to cocoa compounds like phenylethylamine (PEA), which promotes dopamine release, theobromine, the alkaloid in cocoa that acts as caffeine’s mellow cousin, and the amino acid tryptophan, which serves as a precursor to serotonin and melatonin. (Since being a marketing guru doesn’t make one a biochemist, I’ll leave that open for debate.) Whatever the scientific mechanism, naturally mood-altering foods, like chocolate, dovetail with the move toward better health with natural ingredients.

Regardless of the chemistry behind the chill, the race for shelf-space―at least in the beverage aisle―has begun with new products like Drank (“Slow your roll.”) and Canada’s Slow Cow capitalizing on the trend and breaking into the market.

It’s not surprising Lempert pinpointed that particular area as an upcoming trend― we did too and we’re planning an article on just that subject in a few months that might answer some questions on ingredients that mellow your mood. So whether you are thinking about designing a bar or beverage or some other food for this market, relax and stay tuned.

   -Lynn A. Kuntz