Instead of coffee, this PJ cafe serves only chocolate drinks from around the world

As a lover of all things chocolate, I’m always looking for new places to indulge my sweet tooth. So you can imagine my excitement when I came across a cafe dedicated to making quality chocolate drinks.

Located in the bustling foodie area of ​​SS2 in PJ is Chocc, which launched just last year on October 22, 2022.

Photo Credit: Chocc

Nuts about cocoa

The idea for Chocc came about when brothers Jonathan and Alvin Boey noticed the lack of chocolate drink shops in Malaysia.

While it may seem foreign here, the concept is common overseas, with shops like Knoops in London and Mörk Chocolate in Melbourne.

“We couldn’t find any cafes or shops in Malaysia that specialize in pure couverture chocolate drinks,” shared the couple. “[The] Most cafes and drink shops around also often use cocoa powder or compound chocolate for their chocolate drinks.

For context, couverture and compound chocolate differ in their contents, specifically in their cocoa content.

Couverture chocolate has a higher cocoa content, consisting of dry cocoa solids, cocoa mass, and cocoa butter. Compound chocolate, on the other hand, is usually made from cocoa powder and vegetable oils.

Photo Credit: Chocc

There is no superior type of chocolate because each of them has a different purpose. But in Chocc’s case, the richness in taste and texture of couverture chocolate is more suitable for making drinks.

Because of that, the brothers chose to bring a wide range of couverture chocolates from around the world, such as the Philippines, India, Belgium, Venezuela, and Peru.

Malaysia was not left out either. The brand also supports local cocoa farmers in Melaka, Pahang, Kelantan, and Sabah.

C for couverture chocolates

Photo Credit: Chocc

Although the two had previously worked in the FMCG field, they did not have any entrepreneurial experience to fall back on when starting Chocc. So the risk to begin with is quite high, especially without any local precedence that they can define.

Determined to pursue what they set out to do, Jonathan and Alvin focused on surveying the Malaysian chocolate market.

“[We] observed that most Malaysians generally love chocolate. We have also researched the trend of chocolate drinks in other countries and there are chocolate drink brands that are growing and expanding rapidly.”

“Therefore, we decided to see if we could bring this trend to Malaysia and be the pioneer to drive the culture of drinking chocolate here,” they said.

Photo Credit: Chocc

The R&D process took around seven months where the pair had to play around with ingredients to find good flavor combinations.

As a result, Chocc offers customers an adventurous gastronomic experience through its Signature Series:

  • Salt & Pepper: composed of 71% dark chocolate, Maldon sea salt, and black pepper.
  • Totally Spiced: composed of 71% dark chocolate, cinnamon, and cardamom.
  • Chocolemon: consists of 34% milk chocolate, lemon zest, drive lemon slice, and Maldon sea salt.
  • Savory Orange: composed of 55% dark chocolate, orange zest, dried orange slices, and Maldon salt.
  • The Grinch: consists of 28% white chocolate and Niko Neko matcha.

But if you’re looking for something simpler, the brand also lets you customize your chocolate drinks. This is in terms of type of chocolate (from extra dark chocolate to white chocolate), milk preferences, and add-ons.

And of course, there are the classic chocolate milkshakes that can never go wrong on a hot day. Prices start at RM15.90 and iced drinks usually have an additional RM1 top-up.

Photo Credit: Chocc

They are on a chocolate mission

With all that said, Chocc’s plan is not just to provide Malaysians with a great selection of chocolate drinks. The brand’s larger mission can be summed up in the 3Es—educate, explore, and experiment.

“We want the public to understand more about chocolates before they buy and consume them,” explained the brothers. It includes different types of chocolate, its cocoa percentage, and its health benefits.

At the same time, they want to allow the public to also discover couverture chocolates from different origins as each has its own unique tasting notes.

And elevating it is by experimenting to create a new drink, similar to how Chocc did it with its Signature Series.

Chocolate drinks are not exactly a specialty drink, and the pair acknowledges its presence in the Malaysian market. But most F&B businesses tend to focus more on coffee and tea and rarely have chocolate drinks as the main star, so they definitely bring something more unique to Malaysians.

It’s a sweet treat right now

Photo Credit: Chocc

This determination to pave a new path in the local chocolate scene led Jonathan and Alvin to quit their careers for the brand.

“We know that starting an F&B brand will not be easy and will involve risk. However, if we are going to do it, we want to do it right,” the brothers shared.

“We understand that it takes a lot of time and commitment, and we must be fully committed to building and growing a brand from the ground up.”

So they chose to leave their nine to five jobs and dedicate their careers to building Chocc at the beginning of 2022.

This turned out to be a good idea as the brand is happy to report a great and positive reception so far. And as the duo expected, although still a niche market in Malaysia, they found it to be growing steadily.

“We have regular customers who come in several times a week just to get their favorite chocolate drinks,” the couple shared. This is a great way to determine the progress of a business because returning customers usually mean you are doing something right.

It is on the choc-board of their future plans

Photo Credit: Chocc

Now about nine months old, Chocc seems to be taking notice of the international community. According to the founders, there are people overseas asking what the brand plans to franchise.

“We definitely see potential in our brand,” the brothers stated, but didn’t reveal much more on that front. Maybe they are waiting for the brand to become more mature and establish itself better before that.

As for the challenges, they shared that Chocc is still struggling with staffing as there seems to be a shortage of manpower in the F&B industry. This is something Ernest Ong of Ali, Muthu and Ah Hock also once pointed out.

But on the bright side, the pair are happy to share that the brand is improving its operations. They hope to expand Chocc to more outlets in the coming years, as well as create their own chocolate drink products for customers to make at home.

So although this venture may be relatively new to Malaysia, Chocc seems to be leading a golden opportunity with great potential.

Photo Credit: Chocc
  • Learn more about Chocc here.
  • Read the articles we wrote about Malaysian startups here.

Featured Image Credit: Chocc


#coffee #cafe #serves #chocolate #drinks #world

Leave a Comment