US firm Kung Pao Chocolate has taken an unconventional approach to launching its new chili chocolate bar by asking consumers for financial support.
Its crowdfunding approach invites consumers to support the final design of the packaging and the launch of the first 10,000 bars by making a donation online through Indiegogo.
The company has raised $550 of its $11,000 target to date.
Dan Bernier of Kung Pao Chocolate Bars said:“We are excited to launch our new candy bar this way. Our product is new, innovative, and exciting and so is crowdfunding. We realized that the target market for our candy has a lot of overlap with folks leading the way in new business innovation and startup funding. They tend to be very active users of technology, leaders.”
The Indiegogo campaign ends on 14 February 2013 and bars will begin to be shipped in April.