Barry Callebaut’s “smart growth” strategy to bolster position on healthy indulgence and beyond

01 Jul 2022 --- In the global chocolate arena, Swiss cocoa manufacturer Barry Callebaut is accelerating its “smart growth” innovation strategy. Speaking to FoodIngredientsFirst, Bas Smit, global vice president of Barry Callebaut, explains how the company is expanding its sustainable and indulgent offerings.

“We are leveraging our global footprint of more than 60 factories, our industry-best innovation pipeline and cost leadership. In this spirit, you can expect a continuation in the current year and beyond,” he reveals. 

Smit describes how Barry Callebaut aims to strengthen its presence in the high potential emerging markets, next to driving growth in the main markets of Western Europe, North America and Asia Pacific. 

“We will be implementing existing outsourcing volumes, and strategic partnerships, as well as securing further outsourcing deals with global and local food manufacturers are an essential part of our growth strategy,” he details. 

Smit describes how Barry Callebaut aims to strengthen its presence in the high potential emerging markets.“In addition, we aim to expand and consolidate our position globally in the Gourmet and Specialties market.”

Indulgence trending 
The future of indulgence is threefold, according to Smit. “It is about intense, mindful and healthy indulgence. And we want to lead in each of these.”

Smit recently spoke with FoodIngredientsFirst about how shifts in consumer attitudes to life affect how consumers indulge. Barry Callebaut’s research reveals that indulgence and conscious living conjoin purchasing behavior. 

Of course, changes toward personal health and sustainability were already in the making but were accelerated by the pandemic, Smit notes.

“More than ever, people think about their personal health and their surroundings,” he continues. “They look for wholesome food and celebrate what Mother Nature offers. Therefore clean labels become more important, among others. Yet a good taste remains key for consumers when indulging.”

With the historic launch of Ruby chocolate, Barry Callebaut addressed “intense indulgent moments,” notes Smit. “With our WholeFruit Chocolate being a 100% pure fruit bar, it is the first edition of this type of chocolate addressing the need to indulge healthily.”

“We explore the potential and range of WholeFruit Chocolate by truly leveraging its fruit credentials. And meanwhile, we are considering what the future of milk and dark chocolate could be about, which we can only share in a couple of months.”

Explaining the new areas of chocolate that the company plans to focus on, Smit says that Barry Callebaut will “continue innovating to fulfill the need to intensely indulge.”

“Without a doubt, we need to make sure the chocolate category is fit for the future by addressing the consumer need to indulge more mindfully. Since more and more consumers live a symbiotic lifestyle,” he underscores. 

A “soft health” approach
Smit believes that the future of indulgence is spanning into three dimensions. 

“From intense indulgences that are about pleasure and experience to more mindful indulgences that encompass treats that are not only tasty but also good for me and the planet.”

“We expect this area to grow over time as consumers shift to a more ‘soft health’ approach but don’t want to give up on taste.”

Since 75% of consumers globally reach out to chocolate the moment they take joy in life, the future of the category remains “very promising”, he concludes. 

By Elizabeth Green 

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