Liz Parker Kuhn: How did the purchase from Dr. Bronner’s come about?

Joe Whinney: Both myself and legacy family-owned Swiss chocolate maker Maestrani were original partners in Dr. Bronner’s chocolate endeavor from the very beginning in 2021. In early 2024, Dr. Bronner’s wanted to see their chocolate brand reach its full potential and have the impact they knew was possible and felt that a values-aligned experienced chocolate company would be the best steward of the line. In 2025, inspired by the potential of expanding upon Dr. Bronner’s commitment to Regenerative Organic Certified (ROC) chocolate, and our shared environmental values, Maestrani and I created a joint venture, Magic Chocolate Inc. 

LPK: How do you plan to change the brand? Any new flavors and/or packaging?

JW: Upon taking over the line in 2025, it was imperative that we express our values and hope for the future while respecting Dr. Bronner’s inspiration and pioneering work. “Magic” was a perfect brand name for us to adopt. We believe that “Magic” is when the whole is greater than the sum of its parts. At the heart, Magic Chocolate is a community of people dedicated to creating a vibrant, just, and beautiful future for all living beings. 

The visual expression of our mission and brand is optimistic, inclusive, and forward-looking. Using our own color palette, we leaned into the rainbow for the chocolate bar line that Dr. Bronner’s launched. 

While our core bar offerings remained the same, this month we’ve launched a new line, Truffle Bars, with four unique flavors highlighting ROC ingredients. The product format and flavors are designed to have broad appeal and provide a new offering and experience to chocolate lovers of all ages.

LPK: The bars are available on your e-commerce website and at Sprouts, plus more retailers as of May 1. What retailers will carry the bars?

JW: Our truffle bar line comes in two pack sizes: 4-packs of 22 g bars, and individual 15 g bite size versions. We are honored to partner with Sprouts Farmers Markets for the 4-pack retail debut on April 1. Inspired by its farm-stand heritage, Sprouts shares our commitment to inspiring natural wellness by promoting organic products that make healthy eating and intentional shopping choices accessible with an emphasis on community and environmental wellbeing through responsible practices. Our 4-pack Truffle Bars will be exclusively available for retail in Sprouts for the month of April 

The 15 g bite size Truffle Bars will be available in a variety of retailers starting in the second quarter. Today, all truffle bars are available in Magic’s web store at magicchocolate.com.  

LPK: The bars are produced by your partner, Swiss-owned Maestrani Schweizer Schokoladen AG – how did the inspiration for the bars come about?

JW: A delicious treat, our Truffle Bars combine crunchy hazelnuts and smooth organic chocolate and were inspired by our desire to showcase our partnership with Maestrani and their chocolate craft. This marks the first time this style of confection will be available to American consumers, and as with our ROC Salted Dark bar, we continue to bring completely new chocolate offerings to the market that delight chocolate lovers and encourage the industry to strive for new standards of environmental stewardship and creativity. 

Our bars are available in four flavors that highlight both traditional technique and unexpected flavor combinations, with crunchy candied or roasted hazelnuts and organic raspberries with a hint of citrus.  

LPK: Any more plans from the brand for 2026?

JW: Our Truffle Bar launch will be the focus of 2026 with four flavors including Hazelnut Crunch Truffle Bar, Salted Candied Hazelnut Truffle Bar, Salted Candied Hazelnut Truffle Layer Bar, and Creamy Raspberry Truffle Layer Bar. In 2026, we will continue our mission to support regenerative farming, fair trade practices, and farm co-ops inclusive of underrepresented individuals such as women and disabled workers. We aspire to not only expand our ROC ingredients to include tree nuts, but also encourage the industry to adopt similar practices. 

Related: Former Dr. Bronner's candy brand debuts Truffle Bars