The ‘chocolate’ category is important for natural food stores. Chocolate is impulse-sensitive, responds to the feeling of happiness and the bars with a high percentage of cocoa have a healthy image. Organic chocolate can serve as a delicious and responsible snack. Vivani is the absolute market leader in organic chocolate and they have built up a broad distribution over the years. Even so, it was good to perform a baseline measurement to see where they could still improve in, for instance, the shelf presentations. For iChoc, which is in a niche of the chocolate segment, a broad distribution is not self-evident. For this brand, the assignment was to sell and place a beautiful wooden, permanent display.