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Non-melting chocolate

The world’s first non-melting chocolate hits the UK

Children and chocolate usually make for a messy combination. But a new sweet treat offers a solution to sticky fingers and stained clothes. ‘Magic Choc’ claims to be the world’s first non-melting chocolate and has been developed by Lancashire-based innovation company, The In Thing.

Carrying the strapline ‘Squish it, shape it, eat it!’ the confectionery comes in the form of milk, white and dark chocolate drops that can be moulded into different shapes, mess-free.

Produced at a factory in Northern Ireland, a patented technique allows the 100 per cent Belgian chocolate to set but remain flexible – resembling a plasticine texture – that can withstand temperatures of up to 45 degrees Celsius.

Each pack – suitable for children over four years – comes with an instruction manual illustrating what can be crafted from Hello Kitty to Mr Potato Head.

Paul Jackson, MD of The In Thing told MailOnline: “We’ve found a way to produce the chocolate on a commercial scale and have patented the process and the product. There’s nothing on the market like it, and so far there has been interest from buyers across the US, Canada and Russia.”

He adds that they’ve had a great reaction so far and “people like the fact that it engages children with their food”.

And he stresses that it “tastes great” and has no ‘added chemicals”: “All we add is glucose syrup but we have found a way heat treating it to create the flexibility without melting. No artificial flavourings or colouring, no added preservatives, it will melt in your mouth when added to saliva but not in kids hands.”

Prices range from  £4.99 for the Starter Pack to £9.99 for the Deluxe Activity Pack and all come with anti-bacterial hand wipes.

Working with the ex-head toy buyer of Argos and chocolate experts, he is confident of Magic Choc’s bright future, and estimated sales are set for £5 million for year one. Global toy chain, Toys R Us, is leading the high street launch across the UK next week.

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Source: MailOnline

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