Vine to Bar, a functional chocolate brand formulated with prebiotic fiber derived from upcycled Chardonnay grapes, has expanded into The Fresh Market, now available across 48 specialty grocery locations in the Southeastern United States. The brand's proprietary WellVine™ ingredient consists of pressed, dried, and milled Chardonnay grapes sourced from Jackson Family Wines' coastal vineyards, representing a novel approach to functional food sourcing through upcycled winemaking waste.
Functional Formulation and Gut Health Validation
Vine to Bar's 67% dark chocolate tasting squares contain 15% upcycled Chardonnay grapes and are available in four varieties: True Dark Chocolate; Dark Chocolate with Tart Cherry + Cacao Nibs; Dark Chocolate Almonds & Himalayan Salt; and Dark Chocolate with Smoked Salt & Cocoa Nibs, now featured in The Fresh Market's Innovation Set. The company collaborated with UC Davis and the USDA Agricultural Research Service to validate that the prebiotic fiber supports gut health and naturally reduces bitterness associated with dark chocolate—a dual-benefit functional approach.
"Consumers today are increasingly looking for foods that offer additional benefits without sacrificing indulgence," said Peggy Furth, Co-Founder of Vine to Bar. "Vine to Bar was created to prove that chocolate can be both delicious and purposeful."
Market Positioning for Functional Chocolate
Founded by wine industry veterans Barbara Banke and Peggy Furth, the brand combines winemaking expertise with chocolate production to deliver wellness-focused formulations. "The Fresh Market is an important step in making Vine to Bar more accessible to consumers who want great flavor without compromise," said Ed Klein, Managing Director of Vine to Bar. "The chocolate category is overdue for disruption. People are hungry for products that taste incredible and support how they want to feel."
Why It Matters
The specialty chocolate category has seen increased competition around functional ingredients—from adaptogens to nootropics to fiber. Vine to Bar's entry into The Fresh Market signals retail appetite for premium dark chocolate with documented prebiotic benefits, positioning upcycled food ingredients as a shelf-ready strategy for CPG brands targeting health-conscious consumers willing to pay premium prices. As functional foods gain mainstream acceptance, upcycled ingredients offer both sustainability credentials and scientifically-validated wellness claims—a convergence increasingly valued by nutraceutical-focused consumers.
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Written by FBM Publications Editors
