Barry Callebaut is well-versed in chocolate, consumer preferences, and emerging trends in both the confectionery and food and beverage sectors. Traditionally, the company shares its expertise at trade shows, seminars, meetings, and through personalized interactions with stakeholders. However, this year, due to the cancellation of trade shows prompted by the coronavirus threat and the limitations of social distancing on in-person meetings, Barry Callebaut is taking a different approach, as Laura Bergan, the company’s director of brand marketing, explained to Food Dive.
Next week, Barry Callebaut will conduct three 40-minute webinars via its new BC Live platform. Scheduled during lunchtime, these sessions will introduce manufacturers and formulators to the latest consumer trends involving chocolate ingredients. Additionally, chefs will offer insights on how to integrate these trends and Barry Callebaut’s chocolate into new products. Bergan mentioned that the company was already considering alternative ways to communicate this information to its customers prior to the pandemic. However, with trade show cancellations, such as the Sweets & Snacks Expo originally set for May, Barry Callebaut intensified its focus on hosting webinars.
“We still wanted to maintain that connection with our customer base, which is the main reason for launching our webinar series next week,” Bergan told Food Dive. “Through our BC Live platform, we aim to communicate fresh news, solutions, and trends to our customers. Ultimately, we want to remain a valuable partner to them.”
The week will kick off with a Monday webinar titled “Centennial Chocolate Trends,” concentrating on millennial and Gen Z consumers and their preference for healthier, sustainable food options, which are influencing the market. Tuesday’s webinar, “Chocolate Solutions for Eating Lifestyles,” will explore how to adapt ingredients to meet dietary preferences such as vegan and keto diets. The series will conclude with “New Chef Concepts LIVE,” a kitchen demonstration that transforms these trends into viable products.
Before the pandemic disrupted conventional business practices, Bergan stated that Barry Callebaut had already selected many of these topics to present this year. While these subjects weren’t directly influenced by the pandemic, she noted that health and wellness will likely become even more significant for consumers looking to enhance their immunity in the coming months. Manufacturers aiming to introduce products that are both indulgent and better-for-you will find valuable ideas in this series, Bergan emphasized.
Barry Callebaut goes beyond merely supplying ingredients; it also conducts in-depth consumer research and collaborates with manufacturers to create innovative products. The webinar series will showcase these facets of its business, as Bergan explained, “I believe it’s the complete narrative we offer that sets us apart. It’s not just one perspective; it’s a journey, and we’re there throughout as our customers launch new products.”
The webinars, which the company believes will be particularly beneficial for manufacturers in the United States and Canada, have attracted both existing customers and new participants, according to Bergan. With attendee limits in place, they reached 80% of their capacity by Wednesday afternoon.
If the webinar series proves successful, Bergan mentioned that Barry Callebaut is likely to continue this format for customer education, even when in-person events resume. “I think this experience has broadened our perspective and encouraged us to think creatively about maintaining the right touchpoints for delivering real-time solutions and ideas to our customers,” she concluded.
Additionally, the webinars will touch on topics such as bariatric advantage and calcium, providing comprehensive insights into how these health-oriented trends can be integrated into chocolate products, further enhancing the relevance of the sessions for participants.