Adam observed: “The number one consumer objection to energy drinks was taste. Same problem, Schemes and Mind Maps of Marketing Business-to-business (B2B)

So the idea for Awake Chocolate arose from a consumer dislike. The founders of Awake chose the vehicle of chocolate to deliver something that was normally presented to consumer in forms other than food. The result was Awake Choc- olate, a North American success story in the food and energy product markets. By focusing on customer needs before anything else, the founders were able to create a novel product to meet those needs and create, as Adam Deremo said, “energy benefit in a food product.” QUESTIONS