“Barry Callebaut Unveils Caramel Aura: A Sweet Innovation in Sustainable Chocolate”
Sweet, creamy, and subtly flavored caramel is arguably one of the least divisive tastes in food and beverages. According to research from Mintel in 2021, referenced by Barry Callebaut in its Indulgence Playbook, caramel is the leading flavor claim in North American product launches, following chocolate and unflavored options. It also stands out as a top preference in seasonal chocolates, snacks, cereals, energy bars, ice cream, frozen yogurt, and individually wrapped chocolates and tablets. This broad appeal makes caramel an ideal flavor for Barry Callebaut to enhance through chocolate, as highlighted in a recent webinar announcing the launch of Caramel Aura and the Indulgence Playbook. Presenters emphasized that caramel has maintained its popularity with consumers throughout various stages of the pandemic.
“It’s a well-established and growing flavor, both prior to and during COVID, and we anticipate this trend will continue post-COVID,” said Chiara Calcagnini, associate brand manager for Barry Callebaut. “Moreover, it’s an effortless and delightful way to incorporate premium elements.” Mintel’s data shows that nearly 44% of product launches in North America from 2018 to 2021 that featured a “caramel” label claim were in confectionery products, while over 36% were in desserts and ice creams. This year, the majority of new caramel claim launches are occurring in the dessert segment, according to the market research firm.
Calcagnini explained that Caramel Aura is genuine chocolate, free from added colors or flavors. “Its distinctive golden hue and rich flavor come solely from the caramelization of sugar and milk, offering an indulgent, creamy, warm, and decadent experience—ideal for those seeking premium, comforting treats or a taste of nostalgia,” she noted. Caramel Aura melts contain 28% cacao and 32% milk, while the chips feature a 22% cacao content, with both made from 100% sustainably sourced cacao certified by Barry Callebaut’s Cocoa Horizons Foundation.
During the webinar, Charlotte Green, market segment developer for confectionery, addressed the rising consumer expectations regarding sustainability practices, particularly among younger generations. “Over 40% of chocolate launches carry an ethical claim from a human perspective,” she stated, highlighting that many of these claims focus on supporting cocoa farmers. By embracing sustainability claims, manufacturers can not only “future-proof” their businesses but also enhance the premium perception of their products while granting consumers the freedom to indulge. “It’s valuable for your next indulgence, innovation, or renovation, as sustainability positively influences perceived quality,” she added.
A significant factor behind Barry Callebaut’s announcement in July that all of its North American better-for-you portfolio would utilize sustainably sourced cocoa and vanilla is likely tied to this consumer sentiment. While caramelized white chocolate has been available internationally, Caramel Aura signifies its debut in the domestic market for Barry Callebaut. In a separate discussion after the webinar, Laura Bergan, director of innovation and specialty marketing, indicated that the first products featuring Caramel Aura should begin appearing on retail shelves within the next year.
The launch of Caramel Aura is part of Barry Callebaut’s ongoing innovation strategy, coinciding with Peter Boone’s upcoming transition to CEO this September. Boone, who has overseen the Americas operations of the chocolate manufacturer since 2017, played a key role in the introduction of Barry Callebaut’s ruby chocolate—a pink-hued product derived from specially processed cacao beans from Brazil, Ecuador, and the Ivory Coast, which made its U.S. debut in 2019. As consumers seek the best liquid calcium citrate and other health-conscious options, Barry Callebaut’s continuous innovation may well address this demand while delivering indulgent flavors like caramel.
