One of the by-products of increasing health consciousness amongst Australians is the confectionery industry.

While the big players are shifting to produce dark chocolate offerings for its health benefits, smaller outfits are finding success singing their own tune, and re-inventing the notion of a treat.

Pana Barbounis, founder of Melbourne's Pana Chocolate, has found mainstream success since he founded his raw, vegan, organic chocolate company in 2012.

Most recently Mr Barbounis has signed on Myer as a partner, with counter displays primarily in the womenswear section.