In 2007, Dove Chocolate -- owned by the global Mars food company -- introduced a line of products available only through direct sales in the New York-New Jersey area.

Dove expanded the effort nationwide last May -- and today boasts 1,200 "chocolatiers," including more than 50 in Ohio.

Like those of Avon or Pampered Chef, the Dove Chocolate Discoveries products -- which range from brownie mixes and chocolate baking bars to tools and molds -- are sold exclusively through consultants at parties hosted in homes.

"We are the first direct-selling chocolate company in the U.S.," company President Betty Palm said.

The direct-sales industry collected $30.8 billion in 2007, according to the Direct Selling Association, the national trade organization of companies that manufacture and distribute goods directly to consumers.

The economic downturn seems to have prompted an increase in the number of people working in at-home sales to generate income, according to Amy M. Robinson, vice president of communication for the association, although exact figures on the number of salespeople for 2008 is not yet available.

"Direct selling generally does well during a recession," Robinson said.

It was, in fact, the economy that persuaded Shelly Mortensen of Stow, in Summit County, to become a Dove chocolatier.

"I lost my job as a project manager," she said. "I was trying to figure out if I'd get another job."

When she found Dove Chocolate Discoveries online, she saw it as a good match.

"I've always loved the home-party arena," said Mortensen, who had worked in direct sales for Tupperware and a jewelry company.

"I was never that passionate about it. This is totally different; it's been so much fun."

Mortensen, who signed on with the company in June, oversees as many as 12 parties a month, drawing anywhere from 25 percent to 40 percent of the dollar amount of the products, based on monthly sales.

Although none of the products sold by Dove Discoveries is available in stores, the extra benefit for customers is the party, Palm said.

"It really is the demonstrating that adds the value."

The chocolatiers show how the Chocolate Martini Mix, for example, can be used as a beverage -- alcoholic or nonalcoholic -- but also made into a balsamic vinaigrette. Aztec Spice Sipping Chocolate can be added to baked beans, sprinkled over ice cream or rubbed on a steak before grilling.

The versatile products carry premium price tags.

The martini mix goes for $17. The Truffle Fudge Brownie Mix, the best seller in the line, costs $14, as does the Double Chocolate Chip Cookie Mix.

Most of the products, such as the brownie and cookie mixes, require additional ingredients, including butter and eggs.

Partygoers, though, don't seem to mind the price -- much.

"The taste is just unbelievable," said Judy Beattie of Columbus, who attended a party at Christmastime.

She loved the baking bars, which she melted and used with strawberries, and drew raves during the holidays when she served the chocolate mousse in chocolate dessert cups.

"I wouldn't buy it for every day," she said, "but I would use it for something special."

That's what Dove is banking on, Palm said.

"Even during recessionary times, chocolate is a small indulgence."

For more information on Dove Chocolate Discoveries, call 1-866- 922-3683 or visit www.dove-chocolate-discoveries.com.

robin.davis@dispatch.com