Chocolate bear cubs become French confectionery trend

Chocolate-covered marshmallow bear cubs are becoming a popular high-end confectionery trend in France, with chocolatiers adding new versions of a sweet first made for mass production in the 1960s.

The treats, known in French as "oursons au chocolat", have long been familiar to French consumers. Pastry chef Christophe Michalak gave them a gourmet update in the early 2000s, and social media and pop-up stores have helped raise their profile.

Versions now include bitter dark chocolate, marshmallow, passion fruit confit and crisp praline. Chocolatier Caffet has trademarked the phrase: "Without doubt the best bear cubs in the world."

The bear cubs were first produced in 1962 by confectioner Bouquet d'Or, later bought by Cemoi. They are still made in Villeneuve-d'Ascq in northern France. Cemoi factory boss Armando Mendes said production has increased, but did not give figures.

Sylvie Douce, creator of the Salon du chocolat and owner of Le Boissier, said the product's appeal was partly psychological, describing the chocolate and marshmallow combination as a kind of comfort food.

Patrick Morliere, managing director of La Maison du Chocolat, said chocolatiers need entry-level products and that the company's bear cub range, launched in September, had achieved strong sales. He predicted expansion into the United States was only a matter of time, while Asia could be more difficult because consumers there generally have less of a sweet tooth.

The product can be partly automated in manufacturing, has ingredients relatively insulated from cocoa price swings and has an average shelf life of two months, making it commercially attractive for artisan pastry businesses.