The Indulgence Playbook: Barry Callebaut unlocks new chocolate strategies while debuting Caramel Aura

18 Aug 2021 --- Barry Callebaut’s newly introduced Indulgence Playbook is a testament to the premiumization of confectionery over the last year, which saw unique and blissful taste experiences pushed to the forefront of product development. The launch of the Playbook was complemented by the unveiling of Caramel Aura, a warm and golden-hued chocolate emulating decadence.

FoodIngredientsFirst attended the live webinar hosted by the Swiss cocoa and chocolate giant yesterday, which delved into the latest market insights, product solutions and application concept ideas for capturing indulgence in chocolate.

The four trends highlighted in the Playbook are listed as “Flavor Forward,” “Classic with a Twist,” “Authenticity” and “Sustainability.”

Variety of applications for Caramel Aura. (Credit: Barry Callebaut)Entering Caramel Aura
Barry Callebaut’s newly unveiled Caramel Aura is a caramelized white chocolate made with caramelized milk powder and sugar, keeping in line with Barry Callebaut’s first Playbook trend, “Flavor Forward.”

Caramel has consistently been in the top five of premium categories and flavors over the last year, according to the company. It is pegged as an easy way to premiumize NPD and has gained popularity across a swathe of seasonal chocolates, cereals, energy bars and ice cream.

“First and foremost, this is real chocolate,” stresses Chiara Calcagnini, associate brand manager at Barry Callebaut. “No color or flavor has been added.”

“The signature golden hue and warm flavor are purely from the caramelization process of sugar and milk, resulting in an indulgent, creamy, warm and decadent experience, perfect for those looking for a premium comforting treat or a sense of nostalgia.”

During the tasting portion of the webinar, pastry chef Martin Diez presented a series of confectionery applications to inspire new inventive products based on insights from the Indulgence Playbook. The variety of samples included toasted hazelnut truffles, popcorn, pretzels and gooey cookies coated with Caramel Aura.

“I have been amazed by the color and I love its warm and decadent flavor,” illustrates Diez. “I know that this is made with high-quality ingredients. The caramelized notes are not only coming from the caramelized milk powder, but also from the caramelized sugar.”

“It’s really deep and very intense,” he says, highlighting the lingering flavor profile of the new chocolate variety.

Live tasting segment by pastry chef Martin Diez. (Credit: Barry Calleabut)Classic with a Twist
Barry Callebaut’s next indulgence play “Classic with a Twist” emphasizes the tension between craving comfort and familiarity, but also desiring a novel and exciting experience.

“When we think about chocolates, there are a couple of ways to tap into this trend,” explains Calcagnini. “So either you can take your classic chocolate flavors and create a new expression in a new format, or bring new ingredients to them.”

“If you’re looking for a new chocolate experience, we see the rise in higher cacao chocolate, delivering bolder tasting experiences,” she continues. “In fact, one in three premium chocolate consumers prefer a 70 to 75 percent cacao percentage.”

“That number is becoming a shorthand for quality, especially if the cacao percentage is displayed prominently on-pack. So a couple of different types within the resulting play using your classic chocolates in a new way, or give your classic application an update with a new chocolate.”

Accents in chocolate are highlighted as one of the methods of addressing appetites for modern nostalgia. “Now you can go beyond pretzels, grain crackers and cookies – those are classics – and really scan the market for the next comfort craze. Think of cookie dough or freeze dried fruit or cheese snacks,” highlights Calcagnini.

Another way to revamp product development with a classic twist is by bringing forward the emergent “dark milk” chocolate trend. 

“It’s been a huge success in Europe,” notes Calcagini. “This is where milk chocolate has over 40 percent cacao for the richer dark chocolate experience, and it makes a fantastic line extension in addition to your standard milk, dark and white.”

One method of revamping classic product development with a twist is by taking the dark milk trend forward.Authenticity comes to the fore
Product authenticity has been a key purchasing driver over the last couple of years, with brand storytelling maintaining its status among this year’s top product themes. 

Calcagnini highlights that 45 percent of global consumers say they actively look for products that have authentic origin in a culture, tradition or place when they buy food.

“Authenticity is becoming more and more important for consumers, as we use our food choices as an indicator of our interests and personalities,” she continues. “We of course want to choose products that taste good, but also products that tell a story. What is its origin? What went into making it? Why is it special?”

“Therefore it is crucial to talk about ingredients, the process and the expertise involved in making a product, allowing consumers to develop a deep sense of connection with it.”

“Our main focus today for this strategic play is going to be around Swiss origin,” says Calcagnini. “When we asked consumers to share their perception of the Swiss claim, 86 percent perceived Swiss chocolate as more premium than standard chocolate.”

Bringing forward the Swiss origin claim through product textures and packaging. (Credit: Barry Callebaut)Emphasis on “Swissness”
Barry Callebaut’s Swiss chocolate range is made from a combination of refined Swiss ingredients, such as residue-free sugar and alpine milk, along with traditional small batch conching, which results in creaminess.

“You can bring forward ‘Swissness’ through the molds, the shape of your product, and with packaging,” Calcagnini points out. “For instance you can include images that remind you of the Swiss Alps. You can also use a Swiss Army seal or claim, both on the product itself and on the packaging.”

During the tasting portion of this webinar segment, chef Diez presented a series of product samples demonstrating the variety of methods to convey Swiss origin through texture of the chocolate itself – one being a cluster of spiked chocolate pieces resembling the outline of a mountain range.

“Various types of Asian citrus flavors, such as yuzu, can further help bring a kind of tart contrast to the milkiness of the Swiss chocolate,” he muses.

Sustaining chocolate for many lifetimes
With eco-centric cacao sourcing high on the agenda, enhancing a brand with sustainability credentials is pegged as an opportunity to future-proof chocolate businesses while proactively recruiting the next cohort of consumers.

Caramel Collection by Barry Callebaut. (Credit: Barry Calleabaut)“What we have seen is that consumers have increasingly high expectations on how companies operate and communicate their sustainability practices,” Calcagnini remarks. “We've seen this shift globally, but it's also something that has picked up pace in North America. And the younger generation is really key.”

“Now, over 40 percent of chocolate launches have an excellent claim from a humane perspective. So most commonly that’s related to cocoa farmers. This really elevates the premium section of the product or brand, it gives consumers more permission to indulge as sustainability has a halo effect on the perceived quality.”

Barry Callebaut recently teamed up with vanilla supplier Prova to launch a new charter in Madagascar that will boost its vanilla sourcing credentials. The move is expected to bring 100 percent sustainability to the company’s North American “Better For You” chocolate portfolio.

In other highlights, Carma Chocolate is the first chocolate to be launched by the Swiss chocolate manufacturer with “100 percent sustainable ingredients.”

And last May, Barry Callebaut launched a large-scale indicative High Carbon Stock (HCS) map covering its operations in Malaysia, Indonesia and the Philippines.

By Benjamin Ferrer