Bake September/October 2021 - 43

" To help brands meet those
premium standards, Caramel
Aura is the easy product
solution that will elevate and
capture consumer's interests. "
Laura Bergan, director Barry Callebaut Brand
and protects the planet through the Cocoa Horizons Foundation.
Available in Caramel Aura melting chocolate and chips,
food manufacturers can elevate their brands and treats into a
delectable and indulgent experience:
Caramel Aura Melting Chocolates are versatile and can be
used in many applications, such as for molding, enrobing, drizzling,
bottoming or even panning.
Caramel Aura Chips are ideal for baked goods such as cookies
and are also a decadent addition to trail mixes or other snacks.
" We are so excited to reveal our latest caramel product, Carmel
Aura, and our industry resource, the Indulgence Playbook, " said
Laura Bergan, director of the Barry Callebaut Brand. " Through
consumer research, we created the Indulgence Playbook with
tactics and methods to help brands succeed in evolving consumer
tastes and meet the needs of the premium indulgence
market. To help brands meet those premium standards, Caramel
Aura is the easy product solution that will elevate and capture
consumer's interests. We're excited to see the industry expand
their definition of indulgence and utilize our strategies to create
products that provide indulgent experiences for everyone. "
PROFITABLE INSIGHTS
Barry Callebaut's new Indulgence Playbook is designed
to highlight market insights and product solutions
that will help your brand tackle the market and win in
indulgence.
Trends come and go, but consumers' search for
comfort and indulgence remains. After years of steady
growth, the premium chocolate category saw an acceleration
reaching +15% dollar sales in 2020. From this,
it is clear that the premium category is recession proof
and will always be in demand. Premium products are
products with a clear added value.
Added value can come in the form of special ingredients,
flavor, unique processing techniques, positioning,
or certifications. Identifying the strategies and concepts
that appeal to these consumers seeking indulgence
will allow you to win in the premium market.
Indulgence is an experience of taste, comfort and
" premiumness. " As consumers, we look for indulgence
as a way to celebrate, treat ourselves and others, for
comfort, as a way to take a break or simply for a quick
energy boost. Extra-indulgent flavors, exciting textures
and colors are the key to creating memorable consumption
moments (Mintel 2020).
In order to cater to an increasingly demanding audience,
brands must upgrade their products to reflect superior
taste and quality. It's not just about storytelling,
but " story-doing " and it will be achieved by products
with at least one of the following characteristics:
* Superior quality
*
Specific origin
* Specific processing
* Combinations of multiple textures or flavors
* Seasonal or limited time offerings
Limited edition, seasonal and over the top indulgent
options are a sure way to catch customers' attention
and appeal to the need to treat themselves. While
spending more time at home during the pandemic,
consumers were looking for even more ways to treat
themselves. Rich and indulgent treats, innovative and
exciting flavors helped consumers satisfy their cravings,
but also offer emotional benefits.
Further, wellness is no longer just about physical
health. Customers are increasingly attentive to their
emotional and psychological wellbeing, which has become
of vital importance especially since the pandemic.
This is reflected in their purchases, with shoppers seeking
permissible indulgences that meet their needs of
comfort, relaxation, adventure or energy boost.
Brands need to carefully select and call out the benefits
of ingredients in their products. Brands can call
out the mood benefits of the antioxidants in dark chocolate.
They can also reference emotional and functional
benefits by indicating the best moment to enjoy.
BARRY CALLEBAUT
Bake September/October 2021

Table of Contents for the Digital Edition of Bake September/October 2021
