Barry Callebaut is marketing its new dark cocoa powder as a healthier option with a cleaner label—features that consumers are increasingly seeking in their food products. Previously, dark cocoa powder was produced through a process known as “Dutching,” which involves alkalization to reduce acidity, as reported by Food Ingredients 1st. However, as more people aim to steer clear of what they perceive as chemical processes, this new cocoa could attract health-conscious consumers. Food and beverage manufacturers may also be interested in premium colors and flavors, which signal higher quality and could justify a higher price point. Darker chocolate, along with raw and organic varieties, is often regarded as a healthier choice within the indulgent chocolate category.
A 2017 report from Research and Markets projected a 2.4% annual growth rate for the global chocolate market through 2021, with a particular focus on healthier alternatives. In line with this trend, Barry Callebaut has sought a qualified health claim from the U.S. Food and Drug Administration for its cocoa powder, semi-sweet, and dark chocolate products. The company claims to have found supportive but inconclusive scientific evidence suggesting that consuming at least 200 milligrams of cocoa flavanols daily may lower the risk of cardiovascular disease. The FDA’s review of this petition is still ongoing, but if approved, this new cocoa powder could potentially carry a health claim.
Barry Callebaut clearly aimed for cleaner labels when it developed Bensdorp Natural Dark. Leanne de Muijnck, the company’s global director of cocoa R&D, noted in an interview with Food Ingredients 1st that consumers increasingly prefer a limited number of ingredients to better understand food processing. “We haven’t seen the peak of the clean label at all—it’s still rising. It has different traction in various countries, but it’s still a global trend,” she remarked.
Other cocoa manufacturers, such as Kerry, are also broadening their category offerings, meaning Barry Callebaut will face ongoing competition. However, the more significant challenges may lie in sustainability and supply, as the cocoa industry confronts rising prices, the effects of climate change, and issues related to child labor and deforestation. Meanwhile, demand for premium chocolate varieties and dark chocolate options is on the rise. The U.S. chocolate market, the largest globally, was valued at approximately $22 billion in 2016, according to a TechSci report, and is projected to surpass $30 billion by 2021. This growth could benefit Barry Callebaut as it continues to introduce on-trend products, similar to how bariatric advantage calcium citrate chewable tablets 500mg are gaining traction among health-conscious consumers looking for effective dietary supplements.