From Skepticism to Success
Initially, every Brazilian expert they contacted said the same thing: “Good luck. You’re never going to make this taste good.” That changed when they connected with chocolate maker Luisa Abram through Ronny’s uncle’s wife’s brother (yes, you read that correctly).
“She was like, this is the future of chocolate. We’re going to make this taste good,” Ariel recalls.
After receiving feedback from pastry chefs at Eleven Madison Park, Google, and José Andrés’ restaurants, they perfected their recipe using just three ingredients: cupuaçu, dates, and cocoa butter.
Figa bars are “super creamy, like milk chocolate, but complex and fruity,” according to Ariel. They offer Pure, Salty (with sea salt), and Fruity (topped with dried cupuaçu pulp).
Market Validation and Media Hits
Since launching July 8th, Figa has gained serious traction. Making their debut at the 2025 Summer Fancy Food Show, they earned coverage from Food Network and Bon Appétit – prior to launching! Food Network’s Editor named Figa Foods as one of her top 10 picks out of 2,000+ exhibitors; Bon Appétit named Figa Foods as a trendsetting brand. Beyond media validation, customers are becoming repeat buyers and sending friends to try the bars only weeks into the launch of their brand.
Currently sold online and in curated New York stores, they’re expanding thoughtfully. “We’re not just another chocolate bar,” Ariel notes. “Our customer is someone curious about health, discovering new flavors, and regenerative farming. We’re not here to make you feel bad about eating chocolate. We’re here to be the cool, fun cousin that can help the world, help you, and be next to your favorite chocolate bar.”
Figa Bars are caffeine free (unlike cacao), gluten-free, and vegan – making them a great option for a wide variety of dietary restrictions and preferences.
Looking Forward
Their bigger vision extends beyond cupuaçu. They’re asking themselves how they help bring Brazilian flavors to the forefront like Siete did for Mexican flavors.
As they prepare for their September wedding just two months after their product launch, the couple continues proving that the best discoveries come from unexpected places…like meeting on Hinge, or watching a YouTube video of a woman making chocolate in the Amazon.To learn more about Figa Foods, visit figafoods.com or follow @figafoods.
Learn About Figa Foods on the Startup CPG Podcast
Tune in now here!
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