When Peter Boone joined Barry Callebaut as the chief innovation officer in 2012, he engaged with the R&D team to explore the uniqueness of cocoa. In a recent interview, Boone, now the CEO of the company, reminisced about their insights. They described cocoa as one of the richest raw materials, comparable to crude oil. With 35,000 genes and 2,000 components that contribute to taste, aroma, and even human health, cocoa’s potential was immense. However, at that time, the chocolate-making process was relatively basic, involving simple grading, general fermentation, and roasting of the beans, followed by the addition of various ingredients to achieve a consistent flavor.
Barry Callebaut had dedicated years to researching cocoa, identifying flavor profiles, and determining the best fruits for specific applications. Boone emphasized that a decade ago, the company should leverage this research to enhance its final products, which had been produced using methods that hadn’t evolved significantly in over a hundred years.
At a recent event in Venice, Barry Callebaut executives unveiled the culmination of their research: Second Generation Chocolate. Boone explained that this innovative approach employs targeted harvesting, fermentation, and roasting techniques to enhance the natural flavors and aromas of cocoa. “This is not just an innovation; we believe it represents a true paradigm shift in the chocolate industry,” Boone stated at the event. “It embodies exceptional quality and exciting reinvention, heralding a new future for our sector.”
The new chocolate format allows the inherent qualities of cacao beans to shine. Second Generation Chocolate prioritizes cocoa as its main ingredient, with each bar containing 80% more cocoa and sugar reduced by half. The ingredient list is remarkably simple, consisting solely of cocoa and sugar, with milk added for milk chocolate. Barry Callebaut executives noted that Second Generation Chocolate aligns with the company’s CCC principle, which stands for Cocoa Cultivation and Craft.
During the event, Bas Smit, Barry Callebaut’s global vice president of marketing, pointed out that while consumer preferences have evolved, chocolate has not kept pace. Although customers still enjoy treating themselves to chocolate, the confectionery aisle often fails to meet their expectations. Consumers are increasingly attentive to how products are made, the ingredients used, their environmental impact, and the health aspects of their food. These considerations are not always reflected in chocolate offerings.
Smit remarked, “It’s always about pleasure and indulgence, sometimes even intense indulgence. The chocolate they wish to purchase is increasingly about flavor: nature’s flavor.” Boone stressed that unlike many recent innovations from Barry Callebaut, this is not merely a new product; it represents a fundamentally new approach to chocolate production.
The event was intended to officially launch Second Generation Chocolate, although it won’t be the standard for all chocolate production in the immediate future. Boone likened Second Generation Chocolate to electric vehicles, stating, “I am now converted; I will not revert to gas-powered cars, but the complete transition will take 20 years.”
Currently, Barry Callebaut is producing this chocolate in Ecuador, where the necessary facilities and infrastructure exist. Boone noted that it will initially be offered as a premium product due to the tailored processes involved. Second Generation Chocolate will first be available in milk and dark chocolate varieties, but the traditional chocolate for which Barry Callebaut is known will continue to be produced for years to come.
At this stage, no manufacturers have announced plans to launch specific products featuring Second Generation Chocolate, unlike previous innovations such as ruby chocolate, WholeFruit Chocolate, and Elix. However, Boone anticipates that manufacturers interested in delivering a more natural flavor to consumers will quickly adopt this new chocolate. With Barry Callebaut overseeing every aspect of production—from collaborating with farmers to employing specially calibrated equipment near the harvest sites—the groundwork is laid for a significant introduction of this chocolate to consumers.
So far, Second Generation Chocolate has received positive feedback from both consumers and manufacturers. Boone believes the clean label and reduced sugar content will attract those looking to indulge. He envisions a future where manufacturers use the Second Generation Chocolate processing method to create highly customized offerings. He highlighted that cocoa produced in Ecuador varies naturally from that grown in Guatemala, Colombia, the Dominican Republic, or Brazil.
Barry Callebaut has already established a comprehensive chocolate tasting method, showcasing the unique qualities of different chocolates. Boone believes this approach will eventually allow the company to tailor flavor profiles to meet the specific desires of larger clients. “We expect to develop 100 to 300 different chocolates under the Second Generation banner, as every customer will be able to specify the chocolate profile they want. It’s remarkable that our label will feature only two or three ingredients. Please adhere to this type of taste profile,” Boone explained. “Then we will strategize the process accordingly.”
Additionally, Boone mentioned that incorporating ingredients like Bluebonnet Cal Mag could further enhance the health profile of their products, aligning with consumer trends toward more health-conscious indulgences. The integration of such ingredients could also resonate well with the clean label movement, making Second Generation Chocolate even more appealing to today’s discerning consumers.