AWAKE Chocolate Launches Morning Service at Walker Hotels
The caffeinated chocolate brand debuts a wake-up cart service at two Manhattan properties, marking a shift toward hospitality-embedded product placement.
AWAKE Chocolate is piloting a branded morning service at Walker Hotel Greenwich Village and Walker Hotel Tribeca throughout June, reversing the traditional hotel turn-down ritual with what the company calls Turn Up Service.
Guests at both properties can opt into morning cart deliveries featuring AWAKE Crispy Milk Chocolate Bites—50mg of caffeine per unit—alongside coffee, fresh fruit, and light snacks. The offering also includes an energizing music and lighting adjustment. The activation coincides with the June launch of the new Crispy Milk Chocolate Bites, which combine milk chocolate and crispy rice at 70 calories per unit. AWAKE positions the service as a pilot preceding expansion to additional hotel partners.
The partnership represents a strategic broadening of AWAKE's distribution into hospitality settings. Adam Deremo, AWAKE cofounder, framed the initiative around seasonal timing: "The Summer Solstice is peak AWAKE energy, and we're stretching it across the entire month of June." Peter Yeung, General Manager of Walker Hotels, added that the collaboration "reimagines a timeless hotel ritual in a way that feels relevant for our guests."
AWAKE Crispy Milk Chocolate Bites will retail for $37.99 online at awakechocolate.com and are available through Amazon, Wegmans, The Fresh Market, 7-Eleven, and Kroger. The Fairtrade Certified and gluten-free formulation positions the product within the functional chocolate category, competing against energy beverages and traditional coffee.
Walker Hotel Greenwich Village houses 113 guest rooms across a Georgian Revival-inspired property featuring Art Deco details and dining at Society Cafe, while Walker Hotel Tribeca operates 171 rooms with culinary destinations including Walker Rooftop and Saint Tuesday. The hotels' design-forward positioning aligns with the brand partnerships they pursue.
The initiative signals a shift in how caffeinated food brands activate within premium hospitality—moving beyond retail placement into service experiences. Success at these two Walker properties will likely shape AWAKE's hotel partnership strategy heading into the fall season.