Beyond the Mediterranean: La Morella Nuts targets healthy indulgence and plant-based trends with North American rollout

20 Nov 2020 --- Specialty nut expert La Morella Nuts, part of the Barry Callebaut Group, has revealed a global expansion after decades of experience in Mediterranean Nut Craft in Spain. 

With the expansion, the company is tapping into the growing need for healthier indulgence and plant-based products globally, which was on the rise even prior to the COVID-19 pandemic.

The ingredients from La Morella are currently available throughout Europe and Asia Pacific. Following this newly announced expansion, the nut brand plans to introduce a range in North America in the second half of 2021.

Click to EnlargeLa Morella Nuts has launched a specialty nut range for plant-based beverages, snacks and frozen treats.“Today, we further expand our services from the Mediterranean nut groves to the globe,” Pablo Perversi, chief innovation, sustainability and quality officer and global head of gourmet at Barry Callebaut, tells FoodIngredientsFirst.

“Generally, nuts have been increasingly consumed for their natural nutritional goodness and their great taste. Between 2015 and 2019, the amount of nut-based vegan drinks, desserts and frozen desserts launches has tripled, according to Innova Market Insights,” he explains. 

Global consumers, in particular, Millennials and Centennials, are looking for tasty, nutrient-dense food and beverages such as plant-based, vegan and high-protein options. “They also look for products that are good for them and the planet,” adds Perversi.

Since the pandemic, personal and environmental health has increased among older generations, and according to La Morella, its nuts are fitting to these evolving demands. 

“Consumers, both in the US and Canada, are increasingly going for plant-based treats, snacks and beverages – especially the younger generations,” says Thomas Mulvihill, vice president for marketing in North America at Barry Callebaut.  

“We believe the expertise behind La Morella’s Mediterranean Nut Craft will help us build on our existing specialty nuts business in North America and break into new fast-growing segments.”

Powered by nuts
Nuts are highly relevant for consumers today, especially when used in plant-based applications, asserts Perversi. “Nuts can be used to replace milk but also to bring great taste, texture and added nutrition. This is reflected in rising volumes,” he maintains.

“We treat our nuts differently. Fresh cracking, roasting, caramelization reveal the taste and preserve the nutrition of our nuts. We only source from the best nut orchards around the world, and we can offer single-origin and variety nuts,” explains Perversi.

Click to EnlargePablo Perversi, chief innovation, sustainability and quality officer and global head of gourmet at Barry Callebaut.

According to Pablo, there is “a triple play” of benefits for La Morella Nuts in nature, nutrition and better-for-you, he says. 

“Not only that, nuts go very well with chocolate and confectionery; they pair extremely well together. Now we're taking on new sectors as well, which will bring new heights to the company as a result of all of these changing consumer demands,” he explains. 

Dairy opportunities
Moreover, there are lots of opportunities in the alternative dairy space. “It’s not just about consumers who are vegetarian or vegan, these are emerging parts of people’s lifestyles to consume less dairy,” he notes. 

These nut-based alternatives to milk open the door to innovation for the company. 

In terms of confectionery, La Morella is “finding new ways of working with the nuts and caramelization,” Perversi explains. 

“Nuts in various formats bring texture and excitement to these products as well. So we’re reviving that old market into some of the experiences that take it into the future as well, and people appreciate it,” he comments.

Almond is the most popular milk alternative and the plant-based drink category leader, representing more than US$1 billion per year in sales in the US alone, according to a 2020 study from the Good Food Institute. Hazelnut and cashew are also increasingly popular. 

Nut innovation
La Morella Nuts is a supplier of high-quality nut products, from caramelized pieces to roasted ground nut pastes. 

Click to EnlargeThe brand also uses a Nut Sensory Language to help customers learn how to differentiate taste, texture and flavor in nut experiences.The range consists of a selection of fillings and nut pastes, also known as nut butters. They can be made from almonds, pistachios and hazelnuts, among other nuts. 

A wide range of tastes can be crafted thanks to several levels of roasting. The range is available dairy-free, single-origin and organic upon request. 

To provide solutions to brands and artisans, the new center of expertise in Reus, Spain, combines expertise in taste and texture, sourcing and sustainability, as well as application knowledge, according to La Morella. 

The brand also welcomes academics and nuts associations to the center to further develop and broaden the knowledge about nuts.

As part of Barry Callebaut’s commitment to sustainability, La Morella Nuts aims to secure nuts’ future by addressing the key topics in the industry, such as water scarcity and loss of biodiversity. By 2025, 100 percent of its nuts will be sustainable.

By Elizabeth Green

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