The Tesla of the chocolate industry?

Over the last several years, Gen Z’s attitude towards life and their preferences for food and drink have been changing. These changes have even gone so far as to impact this consumer’s expectations for moments of indulgence. Prompted by their mindset, we at Barry Callebaut introduced WholeFruit Chocolate in 2019. This revolutionary new type of chocolate is
characterized by its signature taste, its nutritional profile and its positive impact on the planet and its people.
Just as Tesla challenged and redefined the norms of mobility for the automotive industry, we expect WholeFruit Chocolate to have a similar impact on the chocolate industry.

In 2020, Gen Z, also referred to as “Zoomers” or the “woke generation” are aged 9 to 22-years-old and are estimated to make up 40% of the world’s population. Zoomers pursue a symbiotic life, considering themselves to be part of a greater ecosystem. They seek to live a happy, healthy life in balance with themselves and the world around them. They will not feel happy if nature, its flora and fauna, the communities they live in and the people around them, do not feel happy too. Health and wellbeing has a different meaning for this generation. It starts with ‘us’ and it ends with ‘us’. This mindset is in contrast to the Millennial generation (aged 23–40), who script themselves as the hero of their own film, displayed in their own Insta-feed.

Zoomers expect and actively search for artisans and brands who do more for society and the environment. An example of this activist positioning being Patagonia, a guiding light as a ‘brand for society’. They will seek tasty, nutritious and honest food and drinks. They will spend their money on products that are transparent and demonstrate their shared set of values. Zoomers want you to be, and to see action, not just read claims.

Imagine you visit an open market with fresh produce and the person next to you buys an apple, takes out its seeds and throws away the apple. This would drive you nuts, wouldn’t it? For centuries, this is what happened with the beautiful cacaofruit. Its seeds were taken to make chocolate and 70 percent of the fruit was discarded as waste.

Disturbed by this practice, Barry Callebaut has for many years looked for ways to use the whole cacaofruit. In 2019, we were able to introduce WholeFruit chocolate, a fresh, fruity delight made from one single ingredient: 100% pure cacaofruit. This is the first type of chocolate respecting nature in its full glory.

Considering the increased importance of personal and environmental health, and the impact it has on consumers’ food and drink preferences, it seems that WholeFruit chocolate could just be a bullseye. WholeFruit chocolate is tasty and better for me — since it contains 40% less sugar than most consumed chocolates. Plus, it has a positive impact on the planet and its people, which is unprecedented in the chocolate industry. One could wonder why consumers in the future would still have a bite of todays’ beloved chocolate. It might well be that in 10 years WholeFruit Chocolate will be celebrated as the ‘Tesla’ of chocolate.

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