Chocolate manufacturer Barry Callebaut has announced a new campaign entitled Treat Tomorrow to explore future chocolate consumption patterns.
As an industry leader, the company aims to foster new and emerging consumer requirements around climate, social inequalities, and personal health concerns.
Antoine de Saint-Affrique, CEO of the Barry Callebaut Group, commented, “The COVID-19 crisis disrupted the whole world and accelerated changes already in the making. By initiating Treat Tomorrow, we aim to shift the dialogue with customers, brands and artisans with regards to consumer attitude changes.”
The campaign will launch on 28 April with the live-streaming of a mini-series of five episodes addressing five pressing consumer questions.
The mini-series addresses the five consumer questions from multiple perspectives, including macro trends, food and health science, brand case studies, and next-generation consumer applications.
The mini-series will be hosted live by an anchor to stimulate interactivity and discussions.
The topics include health, next-generation indulgence, plant-based food, sustainability, and the climate.
The Treat Tomorrow initiative will be supported by a platform to provide knowledge and insights to elicit positive change, Barry Callebaut added.
In November of last year, the chocolate maker announced that it achieved an 8.1% reduction in carbon dioxide emissions to 7.8 million tonnes in its financial year 2019/20 from 8.5 million tonnes a year ago.
In this period, the company mapped the geographic and socio-economic data of 181,861 farms and trained 94,946 cocoa farmers on child labour awareness.
It also distributed more than 2.0 million cocoa seedlings and 1.6 million shade trees during the financial year.