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Caffeinated confectionery brand AWAKE Chocolate has partnered with design-led hospitality operator Walker Hotels to launch a joint experiential marketing campaign across New York City.

The partnership, titled Turn Up Service, is designed to support the national launch of the brand's new functional confectionery line, AWAKE Crispy Milk Chocolate Bites. Running throughout June 2026, the activation represents an evolution in traditional hospitality turn-down rituals, replacing evening chocolates with a coordinated morning delivery system for hotel guests.

The campaign highlights a growing trend within the functional food and beverage sector, where lifestyle brands utilise immersive hospitality partnerships to drive consumer engagement, secure physical product trial, and build retail brand awareness.

Hospitality Partnership and Experiential Campaign

The joint pilot program is running from 2 June to 30 June 2026 across two boutique properties: Walker Hotel Greenwich Village and Walker Hotel Tribeca.

Under the opt-in program, guests can request a morning cart delivery to their rooms. The service includes the brand's caffeinated chocolate bites, alongside coffee, fresh fruit, and light food options.

According to Adam Deremo, Co-Founder of AWAKE Chocolate, the activation is intended to make functional energy more convenient and integrated into real-life consumer touchpoints, such as morning routines and travel schedules.

Following the initial New York City pilot, the company plans to scale the program to additional hotel partners across the US in the coming months, establishing a new B2B distribution channel within the premium hospitality market.

Product Formulation and Nutritional Specifications

The nationwide product rollout introduces a new texture profile to AWAKE's existing functional chocolate portfolio. The product specifications include:

🍫 AWAKE Crispy Milk Chocolate Bites – A functional snack combining real milk chocolate and crispy rice, formulated to deliver 50mg of caffeine per bite, which is equivalent to half a cup of traditional coffee.

The product is manufactured using Fairtrade Certified ingredients and holds a gluten-free certification. Each portion contains 70 calories, positioning the line as a portion-controlled alternative to traditional energy drinks, shots, and functional powders.

Retail Distribution

The brand is executing a multi-channel commercial strategy to support the national launch of the Crispy Bites.

In addition to direct-to-consumer availability on the brand's e-commerce platform, where the product is sold for $37.99, AWAKE Chocolate is expanding its physical retail footprint. The brand's products maintain distribution across major US grocery, convenience, and pharmacy chains, including Amazon, Wegmans, The Fresh Market, 7-Eleven, and Kroger.

By combining direct e-commerce sales with established wholesale distribution and high-visibility hospitality partnerships, the manufacturer aims to capture a larger share of the fast-growing functional snacking and convenience energy sectors.