The stunt was effective: “Zhukolad” featuring deep-fried Zophobas covered in chocolate was gone within 72 hours.
The delicacy, made with unique components, was planned to be available until November 20th, but it ran out swiftly. Now, individuals keen on tasting the deep-fried, chocolate-encased Zophobas will need to spend 10 or even 20 times its value.
The stunt succeeded: the deep-fried larvae dipped in chocolate generated significant buzz on social networks and was promptly cleared from Kyiv's eateries and shop shelves. The novel confection from Kyiv's Milk Bar, the Aurora multi-store network, and the Kitayskiy Privet restaurant triggered disputes between supporters of conventional fare and fans of culinary innovation. Yet, regardless of objections to the “Zhukolada” from the former group, it seems the latter has won out—the “worm” candy is now offered on online marketplaces for 500-1000 hryvnias.
“Zhukolad”—a sweet treat containing deep-fried Zophobas—was intended to be retailed in the Aurora chain, Milk Bar, and Kitayskiy Privet restaurants until November 20. However, the initial stock of 10,000 pieces disappeared in less than three days, Forbes indicates.
It was instantly depleted in both Kyiv and Lviv.
One of the product's originators, the restaurateur Misha Katsurin, mentioned acquiring five bars on OLX at 200 UAH apiece. He states they've already vanished from stores, yet his acquaintances continue to request them. Market listings indeed exist: a vendor in Obolon is selling a bar in pink wrapping with a worm for 500 UAH, whereas in the Holosiivskyi neighborhood it's priced at 1,041 UAH. Consequently, you'll be shelling out 10 or even 20 times more than the initial amount—the “base price” in stores and establishments was only 49 UAH.
The item achieved viral status even before its market release. The promotional campaign was spontaneous, with no allocated funds for influencers or output, according to the Ukrainian restaurant media source “Reve ta stogne restaurateur.” Katsurin suggests he’d be astonished if the three chains collectively spent even 20,000 hryvnias on the offering. He conceived the jingle regarding “Zhukolada” himself within five minutes, and the TikTok dance and accompanying video turned into a component of the marketing phenomenon.
Katsurin energetically promoted the bar across social platforms, elucidating why it wasn’t merely odd but also nutritious. He asserted the larvae were a superfood possessing elevated protein, iron, and calcium levels. The confection was composed of peanut butter, chocolate glazing, kataifi dough strands, and deep-fried larvae. The creators initially labeled it a provocation. And based on the outcomes, it succeeded—not solely as a gastronomical jolt but as a fruitful commercial venture.
