Ghirardelli Intense Dark(TM) Launches 'Bring Your Dark to Light' Contest

SAN FRANCISCO, May 6 /PRNewswire/ -- Are you a chocolate connoisseur? Do you love experimenting with flavors and discovering pairings that complement each other? INTENSE DARK CHOCOLATE, Ghirardelli's premium dark chocolate, is now giving consumers the chance to create its next Intense Dark™ flavor, with its Bring Your Dark to Light contest.  The "flavor creator" with the winning idea will have their flavor produced by Ghirardelli and see it on shelf in 2011, inspiring dark chocolate lovers everywhere. Consumers can submit their original flavor at www.newintensedark.com where an expert panel of judges will narrow it down to the five most creative, mouth-watering flavors.  Ghirardelli will then ask its fans to vote on the one they would most like to try, deciding which will be crowned the winner and become the newest addition to the INTENSE DARK line.

(Logo: http://www.newscom.com/cgi-bin/prnh/20100506/NY98773 )

"We wanted to give our consumers the opportunity to experiment with INTENSE DARK chocolate in a new, exciting way," explains Mona Maher, Vice President of Marketing for Ghirardelli Chocolate Company.  "We are truly listening to what our customers want.  In fact, we're asking them to create it.  This new flavor will be created for dark chocolate lovers by dark chocolate lovers."

Beginning today through June 30th, consumers can submit their favorite flavor idea at www.newintensedark.com.  Consumers can get creative by selecting up to three ingredients, as well as the chocolate intensity of their choice.  Flavors will be judged based on creativity, originality, manufacturability, and flavor appeal.  The chocolate's original name and story of their creation will also be taken into consideration.  Romantic names of other INTENSE DARK products such as "Twilight Delight™" or "Midnight Reverie™" are sure to inspire creativity.

The grand prize winner will enjoy a trip to San Francisco including a private tour of Ghirardelli – which is not open to the public, as well as a weekend getaway in Napa Valley and a $1,000 shopping spree.  

"I'm excited to be a part of the search for the next Intense Dark flavor," says Alice Medrich, culinary author, chocolate connoisseur and expert judge.  "As a chocolate lover, I love experimenting with flavors and pairings, and experiencing new tastes – the possibilities are endless.  I can't wait to see what consumers come up with."

CONSUMERS VOTE

Ghirardelli's panel of expert judges will narrow down the search to five finalists.  In August, consumers can visit www.newintensedark.com to vote for their favorite finalists.  Once a vote is registered, consumers are automatically entered for a chance to win thousands of instant chocolate prizes, including Intense Dark chocolate bars and gift baskets; and one lucky person will win free Intense Dark chocolate for a year.  Consumers can vote every day for more chances to win.  Every two weeks, the flavor with the least number of votes will be eliminated.  The flavor that survives each elimination round, by receiving the most number of consumer votes, will become the next Intense Dark flavor.  Ghirardelli will debut the winning flavor early 2011.

This new consumer-generated flavor will join the line of Ghirardelli Intense Dark™ chocolates, which includes:

• Twilight Delight™ : A luxuriously deep and velvety smooth 72% cacao bean blend.
• Evening Dream™ : A milder, yet perfectly balanced 60% cacao dark chocolate.
• Midnight Reverie™: An intense, yet harmonious, full bodied blend of 86% cacao.
• Espresso Escape™: Velvety 60% cacao dark chocolate infused with finely ground deep-roasted espresso beans.
• Toffee Interlude™: A sweeter dark chocolate perfectly blended with crunchy toffee and caramelized almonds.

INTENSE DARK bars contain 3.17 oz to 3.5 oz of chocolate and retail for approximately $2.99.  INTENSE DARK chocolates are also available in bags containing 4.12 oz to 4.87 oz of individually wrapped chocolate, retailing for approximately $3.99.  Both are available everywhere you shop, including at Walmart, Target, Safeway, Kroger, Publix, Stop & Shop, SuperValu, Wakefern, Shoprite, Walgreens, CVS/pharmacy, Rite Aid, Cost Plus World Market, Border's, and at www.ghirardelli.com.

For more information about the Bring Your Dark to Light promotion visit www.newintensedark.com.

About The Ghirardelli Chocolate Company

The Ghirardelli Chocolate Company is a manufacturer and marketer of premium chocolate products.  Incorporated in 1852, Ghirardelli has an incredibly rich American history.  As the country's longest continuously operating chocolate manufacturer, Ghirardelli has established its position as America's Premium Chocolate Company with more than 150 years of chocolate making experience.  Ghirardelli's product line includes its signature SQUARES™ chocolate, INTENSE DARK™ chocolate, LUXE MILK™ chocolate, Ghirardelli Chocolate Bars, other chocolate confections, baking chocolate and beverages.  These items are sold through select specialty stores, grocery stores, drug stores, mass merchandisers and department stores.  In addition, Ghirardelli sells a line of premium chocolate, syrups and drinks for the Food Service channel.  Ghirardelli currently owns and operates 14 retail stores in five states, including the original Soda Fountain & Chocolate Shop located in San Francisco's historic Ghirardelli Square.  For more information about Ghirardelli, visit www.ghirardelli.com.  

SOURCE The Ghirardelli Chocolate Company