The Noka Chocolate scam: reselling a competitor's product after rebranding it

The title is somewhat inaccurate/misleading. The conclusion the blog comes to is that there are far better chocolates available for far less and that Noka are intensionally obtuse and misleading about how their chocolate is made and where it comes from.

Their site and other marketing material gave the impression that they oversaw the entire chocolate making process from "bean to bar", while in actuality they bought blocks for chocolate from what Dallas Food found to be Valrhona. This buying of chocolate and "rebranding" it is commonplace and accepted. What is not accepted or acceptable is concealing the source of the chocolate and misleading potential buyers.

The real issue (I wouldn't call it a scam) is that Noka doesn't seem to add any value while marking up the chocolate massively. And while being evasive about the chocolate's provenance. Once again, reselling and "rebranding" chocolate is no different from the OEM-Brand Company relationship and is not an issue.

There is a link to the second (and 3 .. 10) part at the bottom of the page. It's difficult to see because its color is light grey.

How does reselling someone's product make them a "competitor"?

In the world of luxury chocolate, price is the main feature. If it were lower priced, customers would be less satisfied.