Trends

Barry Callebaut initiates Treat Tomorrow platform to shape chocolate indulgence post COVID-19

30-Mar-2021 - Last updated on 30-Mar-2021 at 08:04 GMT

Pic: Barry Callebaut

New platform will mobilise customers and experts to provide knowledge and insights to elicit positive change in the confectionery world for future generations.

Barry Callebaut is launching a new initiative in collaboration with customers and experts to carve a plan for ‘new’ chocolate indulgence.

The leading manufacturer of high-quality chocolate and cocoa products said it intends to foster new and emerging consumer desires addressing climate, social inequality, and personal health concerns.

Under the banner ‘Treat Tomorrow’, the collab kicks off with a ‘Glocal Customer Gathering’ on 28 April, including a live-streaming of five mini-series addressing pressing consumer questions around health, next generation indulgence, plant-based, sustainability and the climate.

Barry Callebaut said each miniseries will be live hosted by an anchor and will reflect on the subject from multiple perspectives: macro trends, food & health science, brand case studies, and next-generation consumer applications.

Antoine de Saint-Affrique, CEO of the Barry Callebaut Group, said: “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.”

Registration for launch is now live and includes sign up for individual one-on-one ‘Choc’Xchange' with experts to draft an action plan to shape the future of chocolate indulgence for the benefits of personal and environmental health.