The art of persuasion
Since 2010, more than 4800 chocolate products containing AMP have been launched. But Lasse believes these figures should be much higher, and that more manufacturers should be moving away from lecithin: “A hundred years is a long time, especially when a better, ‘made for chocolate', solution is available,” he says. “It’s time to give up traditions and old-school methods.”
Now he’s adopting new strategies to make the case, including emphasising the quality gains AMP can bring: “Of course being able to cut price can be a selling point, but we don’t actually go in saying ‘next month you could be saving €1million’, even though that’s actually true for some companies. Instead, we show them, for example, the difference between white chocolate products made with AMP and those made with lecithin, which aren’t actually white but more greyish in colour. Quality is a better door opener for us.”
Lasse has found that the combination of quality and cost benefits offered by AMP is usually very persuasive: “If you say to a CEO: ‘You can save on cocoa butter by 2%, you can get rid of the off-flavour and you can get a cleaner product,’ what do they say? Eight times out of ten, they say ‘Ok!’”
Something else that can change minds is the level of support Lasse and his team provides. Switching from lecithin to AMP can involve significant implementation work, but Palsgaard has plenty of experience in walking customers through it.
“The big difference with us is the quality of service and technical support we provide,” he says. “We work closely with our customers, and when they’re getting all that information from a company they trust, they’re open to us running trials. In the end, it’s not such a huge amount of work for them, because we can guide them.”