When I told my (somewhat cynical) roomate about this chocolate it produced such a groan, that there was no question to his feelings about it. Just to be sure though, he added: “ugh, gimme a break.”

So what are we talking about? Chocolate- but not just any chocolate, let me count the many ways this makes misanthropic roomates from the Mid-West roll their eyes:

It’s the first chocolate to be certified organic

It uses cocoa from Rainforest Alliance farms

It’s certified Vegan

It’s Kosher

It’s gluten free

Donates 20% of their net profits to intentional causes.

and this is the big whammy: It’s special ingredient is “Intentions” ie: good vibes have been embedded into the chocolates.

“The chocolates embedded with this new ingredient “Intention” have been shown to significantly decrease stress, increase calmness, and lessen fatigue in those who consume it. With the introduction of this groundbreaking new product, creator and founder Jim Walsh aims to create an entirely new category of chocolate that both enhances its already beneficial qualities and brings our understanding of nutrition to another level. Breakthrough licensed technology helps embed the focused good intentions of experienced meditators and then infuses those intentions into chocolate — some who have trained with the Dalai Lama. The Dalai Lama himself stated, “I think this chocolate will bring great happiness to mankind.” Their hope with Intentional Chocolate is to reintroduce this ancient wisdom and galvanize a shift in the food industry to bring greater health and food that restores us, renews us and heals us.”

So I think you’ll agree that this chocolate brand is a perfect example of Flexible Flux™. The Human Truth™ of this wave is: “I want some good stuff even in my bad stuff.”™ It’s about letting yourself off the hook. We generally think of chocolate as a naughty indulgence, but this Intentional Chocolate™ is appealing to our higher order thinking. It’s helping people manage their internal approval by letting them feel “right” while being a little “wrong”.  Apparently it tastes amazing – so it might just work it’s magic on my roomate after all!

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