Barry Callebaut’s Treat Tomorrow initiative to shape chocolate indulgence and elicit positive change

29 Mar 2021 --- Barry Callebaut’s latest initiative, Treat Tomorrow, collaborates with customers and experts to carve the plan for “new” chocolate indulgence. 

The Swiss chocolate and cocoa giant intends to foster new and emerging consumer desires addressing climate, social inequality and personal health concerns.

“The COVID-19 crisis disrupted the whole world and accelerated changes already in the making. By initiating Treat Tomorrow, we aim to shift the dialogue with customers, brands and artisans with regards to consumer attitude changes,” says Antoine de Saint-Affrique, CEO of Barry Callebaut.

Focus on multiple perspectives
The Treat Tomorrow initiative is supported by a platform to provide knowledge and insights to elicit positive change. On April 28, Treat Tomorrow will kick off with the live-streaming of five mini-series addressing five key consumer questions.

Click to EnlargeBarry Callebaut collaborates with customers and experts worldwide to carve the plan for “new” chocolate indulgence.Each mini-series reflects on the subject from multiple perspectives: macro trends, food and health science, brand case studies and “next-generation” consumer applications. 

The mini-series will be live-hosted by an anchor to stimulate interactivity and discussions. 

Registration is open for customers, including signing up for individual one-on-one ‘Choc’Xchanges’ with experts to draft an action plan to shape the future of chocolate indulgence for the benefits of personal and environmental health.

Indulgence prevails
Last week, FoodIngredientsFirst reported that boosting health, indulgence and better-for-you credentials of confectionery, while making a product stand out for its texture and sensorial experience, is driving demand for innovative fillings and coatings. Joël Perriard, chef chocolatier at Barry Callebaut, explained how fillings and coatings are key when it comes to creating a multi-sensorial experience.

Meanwhile, the chocolate manufacturer recently teamed up with start-up Seekewa, a digital community platform dedicated to small farmers in Africa, on a pilot project to increase and diversify the incomes of farmers on the Cocoa Horizons program. 

And last month, Barry Callebaut noted that interest in chocolate and cocoa ingredients is on the rise as consumers continue to turn to chocolate as a way to indulge. Furthermore, over the last several years, there has been an increasing interest in marrying both indulgence and health when consumers treat themselves.

Edited by Elizabeth Green

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