Introducing the Second Generation of Chocolate: cocoa first

Barry Callebaut, the world's largest manufacturer of high-quality chocolate and cocoa products, responsible for 1 in 5 of all cocoa and chocolate creations consumed worldwide, has introduced the second generation of chocolate after 140 years of first generation chocolate. It is a complete redesign on how chocolate is made.

Chocolate is one of the favorite sweets across the globe. However, consumers are becoming more interested in living a healthier life, they want to live in harmony with their body, mind, and environment.

In response to these consumer needs, Barry Callebaut developed the second generation of dark and milk chocolate, based on a new design principle which puts cocoa first, sugar last and uses only 2 (Dark) or 3 (Milk) ingredients. Turning the sugar bars into cocoa bars – better tasting chocolate experience–, but with an immense reduction in sugar.

To introduce the second generation of chocolate and highlight its innovation and importance to the industry, Barry Callebaut hosted an event to celebrate this moment. Venice has been chosen as the venue for a hybrid event to offer exclusivity and explain the complexity of innovation to all stakeholders. We invited and welcomed 20 journalists in Venice. 

For those who attended the event in person, there was a taste experience, made by global top chefs. A total of 30 media exclusivities took place with the top global news agencies covering the event: Bloomberg, Reuters, ANSA, among many other leading tier 1 media. As a result, over 150 publications have reached more than 400 million.

AM was responsible for the strategy, content such as scripts of talks and videos, international media relations, social media, in and external coordination, planning and execution on the ground in Venice. 

Check the full event story:

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