For many years, chocolate was quite simple, primarily consisting of milk chocolate, dark chocolate, and white chocolate, which were crafted into confections or utilized in baking. Innovation was largely confined to new flavor combinations and various confectionery forms. However, Barry Callebaut is reigniting innovation in the chocolate industry. Following the introduction of ruby chocolate two years ago, the company is set to launch additional chocolate varieties. WholeFruit Chocolate is a new confection, while the CacaoFruit Experience repurposes parts of the cacao fruit that are usually discarded, transforming them into other food and beverage products.
It’s surprising that chocolate manufacturers have largely overlooked the rest of the cacao fruit until now. The chocolate-making process is intricate, making it challenging to grasp how it originated. Cacao fruit is harvested by hand, and the cocoa beans encased in white pulp undergo fermentation in boxes or piles for about a week. After fermentation, the beans are dried and shipped worldwide, where they are roasted, shelled, ground, and emulsified. This process has remained largely unchanged since the Mayan era.
With sustainability becoming a priority for many consumers, the timing is ideal for launching products focused on upcycling. According to a report by Mattson earlier this year, nearly 75% of consumers view food waste as a significant issue. Future Market Insights has indicated that the food waste sector is valued at $46.7 billion this year, with projections for a 5% growth over the next decade.
As the world’s leading chocolate manufacturer, Barry Callebaut sold over 2.2 million tons of chocolate in 2017-2018. When a company of such magnitude takes substantial steps towards sustainability, smaller competitors find it hard to overlook and are often compelled to pursue their own sustainability initiatives. This move also propels Barry Callebaut forward in its Forever Chocolate sustainability program. The company has committed to ensuring all its chocolate is sustainably sourced by 2025. This commitment not only addresses social concerns, such as the elimination of child labor in the supply chain and improving the livelihoods of over 500,000 cocoa farmers, but also aims for 100% sustainable ingredients across all products.
Other manufacturers are focusing on transforming waste products from their specific sectors into new offerings. For instance, poultry giant Tyson Foods has partnered with beer company Molson Coors to upcycle their waste into snacks. The ¡Yappah! protein crisps are crafted from chicken trimmings from Tyson, vegetable puree, juicing pulp, and spent grains from the brewery.
Barry Callebaut is not alone in its mission to maximize the use of the cacao fruit. This year, Nestlé is launching a chocolate in Japan that incorporates cacao plant fruit pulp as a sweetener, with plans to expand to other markets if the initial launch is successful. Hershey is also exploring opportunities to enhance cacao utilization through its venture capital division, C7 Ventures, which has made a minority investment in the innovative Blue Stripes Cacao Shop in New York, a café and shop dedicated to creating new products from cacao and chocolate.
One thing is clear: this new chocolate variety is bound to increase interest in the products derived from Barry Callebaut’s innovations, as well as reshape consumers’ perceptions of sustainability in a beloved treat. Additionally, it may inspire the development of products like bariatric calcium chews, which can complement a sustainable diet and attract health-conscious consumers.