The NEWTREE Blog

Current Mood: Cool & Happy

Written by Isabelle from NEWTREE

Summer is here and announces the arrival of music festivals around the world. As you will need power and energy to jump and sing, we choose to highlight a special fruit that we use in two of our stimulating bars: the Guarana.

Guarana is a tropical small red fruit with a high content of an effective stimulant: guaranine. This small red fruit comes from Latin America, and more specially from Brazil. The people of the Amazon region in Brazil chew guaraná seeds as a source of energy or drink the powder dissolved in water.

This is explained by the tannins and saponins compounds of guarana which slow down the absorbtion of guaranine in our intestine. Stimulant, fortifiant, aphrodisiac, the guaranine also has similar attributes to caffeine.

You can find back a natural guarana extract on our bar flavoured with ginger and the one flavoured with pink pepper.

That is why we named our 2 bars SEXY. Stimulating bars with an aphrodisiac touch.

Enjoy the summer!!!

Current Mood: Playful

Branch by Benoît from NEWTREE

I guess every entrepreneur sometimes goes through breakthrough moments when, after a long period of very hard work, your team’s creativity, aspirations and passions come together and result in something great.

For a small and growing business such moments can occur quite frequently, and I guess I could write a whole series of blog posts about them. However, one particular moment comes to my mind, not only because it was great fun and resulted in a very popular product, but also because many people are curious to know more about it.

So this is the story of Sexy, one of our most popular chocolate bar flavors.

Some time ago, NEWTREE had the inspiration to combine two kinds of natural plant essences – guarana (read more about guarana here) and ginger – into a new chocolate bar. The whole team as well as those of our friends who had a chance to taste the new chocolate in “avant-première”, loved its zesty taste. The combination of guarana and ginger was very special and very innovative, and we wanted to find a good name for this product.

Both guarana and ginger are considered to be aphrodisiacs, substances that are believed to heighten sexual desire. So, it was obvious that we needed to come up with a very “aphrodisiac” name which was nonetheless simple and understandable to all.

On one rainy Brussels day, our whole team gathered in a meeting room, surrounded by flipcharts and pots of freshly brewed coffee. Needless to say, our new chocolate was in abundance, for everyone to sample and get inspired.

The brainstorming turned out to be a fun event, since everyone seemed to be quite passionate about the product. Many interesting ideas of how to name our new product ended up on the flipchart, but I had a feeling that the best name was still to come. Finally, somebody (and I can’t even remember who that was!), shouted out, “Sexy!”.

Many people laughed, others raised their eyebrows. I liked the name, but needed to be convinced that it was for sure the one!
And there was a lot of convincing to be done.

Our creative agency at the time was against the name. Our partners in the US thought that Sexy chocolate would surely not be a hit there. Even one of my uncles told me, “Just think about your grandmother who’ ll turn in her grave if you call your chocolate Sexy.”
Even though there was so much resistance to go ahead with the name Sexy, my intuition told me it would be the right choice. I was not alone, there was also a group of other employees who thought that Sexy was a good idea.

And look at Sexy cholocate now! It’s definitely one of the most popular chocolate bars that we sell around the world! Knowing that Sexy makes so many people happy not only because of its delicious taste but also its name, makes me happy. And by the way, knowing my grandmother, I thought she’d definitely support me in this choice of the product name.

This is the story of Sexy.