To indulge in the purity of cocoa flavors, Barry Callebaut redesigned the farming, fermentation and roasting of the cocoa beans

The second generation of chocolate by design puts ‘cocoa first, sugar last’. Whereas Dark chocolate is only made from cocoa and sugar, Milk chocolate contains dairy as well

With the second generation of chocolate, Barry Callebaut aims to accelerate the industry effort to address the changing consumer preferences and consumers’ desire to indulge more mindfully

Venice/Italy, October 27, 2022 – Barry Callebaut, the world’s leading manufacturer of high-quality chocolate and cocoa products, announced today, more than 140 years after the appearance of the first generation, the introduction of the second generation of chocolate. Enabling brands and artisans to be fit for what consumers desire: food and drinks paying homage to nature’s flavors while supporting them to live more healthily. 

Traditional techniques, future-proof engineered

The distinct flavor characteristics of the cocoa bean, cultivated during the farming and awakened during the fermentation and roasting, are fundamental to the new chocolate. 

Barry Callebaut redesigned the making of chocolate – qualified as the Cocoa Cultivation & Craft principle (CCC) – to recognize the special qualities of each cocoa bean and coax out the nuances of flavor. With first efforts dating back to early 2000, Barry Callebaut gained new insight from a multi-year research program in collaboration with the Jacobs University Bremen, Germany. Advanced detection technologies, combined with new sensory methods, enable the identification of unique characteristics in the cocoa beans.

To indulge in the purity of cocoa flavors
By applying the CCC-principle, Barry Callebaut could redefine chocolate completely: ‘putting cocoa first, sugar last’. Moreover, to experience the nuances of cocoa flavors, the recipe of the second generation of chocolate is as pure as it can be. Dark Chocolate contains two ingredients: a minimum of 75% cocoa to which only sugar is added. Milk Chocolate has a minimum of 55% cocoa, and in addition milk and sugar.

The new product design is not only a testimony to nature’s flavors, but as well to the mindful living consumer. The chocolate contains 50% less sugar than 80+% of the chocolate consumed across the world.

The chocolate taste ranges from a natural and rich cocoa flavor to more complex flavor profiles. By introducing the second generation of chocolate, Barry Callebaut aims to inspire and support brands and artisans to define their next generation of chocolate creations in confectionery, bakery, pastry, desserts and ice-cream. 

Peter Boone, CEO of Barry Callebaut Group, explained: “The second generation of chocolate addresses perfectly the changing consumer preferences and consumers’ desire to indulge more mindfully. It will inspire and support brands and artisans to craft their next-generation chocolate creations and is testament to our leadership in shaping the future of chocolate indulgence.”

Mindful indulgence is on the rise

While looking for joyous moments and having pleasure in life, more and more consumers today want to live in harmony with their body, mind and environment. Accordingly, the chocolate subcategory related to mindful indulgence has been growing +6.0%, outpacing the +1.8% growth of the total market 2016-2021. 
Chocolate produced according to the CCC-principle has been successfully validated through a quantitative consumer concept and product test by independent global research agency MMR Research Worldwide3 in the US, UK and China, indicating a high consumer appeal and positive consumer appeal and purchase intent.

Since 2017, Barry Callebaut deepened its consumer insights and accelerated its innovation effort with the introduction of Ruby chocolate, WholeFruit Chocolate and the first nutraceutical fruit drink, Elix. With the introduction of the second generation of chocolate, Barry Callebaut confirms its purpose to create chocolate happiness and make sure it keeps being the world’s favorite indulging treat for today’s and tomorrow’s generations. It takes about 12 – 18 months before consumer brands and artisans introduce their applications.