Van Houten recently conducted a study into what motivates customers. The results showed that 56% of global consumers are influenced by the story behind a product. They have questions they want answered: where do the ingredients come from? Are they able to trust the product? How does the product benefit them? Who produces it? By sharing this information, you help your product to stand out.
At Van Houten, we used the name ‘Santo Domingo’ for our hot-chocolate drink. It references the origins of our cocoa beans and where they are grown and farmed, drawing immediate connections with the Dominican Republic. We also highlight our use of single-origin cocoa beans. It adds to our story, shows our commitment to quality and reiterates our connections with the Dominican Republic.