Clean label

Barry Callebaut’s WholeFruit is ‘a winning value proposition’ with clean label credentials

By Anthony Myers contact

- Last updated on GMT

Related tags: Barry callebaut, Cacao, Clean label

Until now, 70% of a cocoa pod was discarded as waste so ‘Cacaofruit Experiences’ marks the next generation of a food & drink category and it’s bang on the clean label trend. We talk to Pablo Perversi, Barry Callebaut’s chief innovation, sustainability & quality officer about the new innovation.

‘Millennials and centennials earnestly want to live a happy, healthy life, in symbiosis with the world around them. They want food and drinks that are tasty and nutritious for them and also good for the planet and its people’, said Barry Callebaut in an opening statement at the recent launch of its latest innovation in San Francisco.

As part of ‘Cacaofruit Experience’, the Swiss-based chocolate supplier also presented the artisan world with WholeFruit chocolate made from 100% pure cacaofruit.

BC Bold+Velvety - CacaoExperience 750
Barry Callebaut's new Wholefruit Chocolate. Pic: Barry Callebaut

Whereas normally 70% of the fruit is discarded as waste, ‘Cacaofruit Experience’ literally unleashes the full power of the cacaofruit as these products make use of the entire fruit: its beans, its nutrient-dense peel and its fresh and fruity pulp and juice. This results in a range of high-quality ingredients that can be used in applications such as juices, smoothies, frozen desserts, bakery and pastry products, and snacks all the way to chocolate​,” the company said in a statement to media at the event.

In an interview with Pablo Perversi, Barry Callebaut’s Chief Innovation, Sustainability & Quality Officer, after the launch, he told me more about the new chocolate category’s environmental credentials.

As a green label product, it all comes from the fruit​,” he said. “It's a whole fruit experience and the great thing about it is that we've managed to unravel a lot of value for that cocoa fruit experience because you're talking about products that can go into ice cream, you're talking about products that go into beverages, into bakery and obviously, the heart of our company, into chocolate​.”

Perversi said Barry Callebaut’s goal ‘is to develop innovations that are on trend, satisfy unmet consumer needs and also taste great’.

WholeFruit chocolate scores on all three points. It will respond to the need of millennials and centennials for ‘healthy indulgence’ just like our Ruby chocolate, launched in 2017, meets the need for ‘hedonistic indulgence’. Moreover, by using more of the cacaofruit and wasting less, we are also having a positive impact on the planet and its people​,” he said.

  • Listen to the full interview with Pablo Perversi in our podcast.

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1 comment

Theory and practice of the use of cocoa fruits

Posted by Silke Elwers,

Better use of the cocoa fruits, that sounds reasonable. However, anyone who knows the reality of cocoa cultivation knows that the non-commercialised remains of the cocoa fruit are by no means waste. The potassium-containing fruit peel is an important organic fertilizer for maintaining soil fertility. How will this be replaced in the future: by chemical fertilizers?
As far as fruit pulp is concerned, it is true that there is potential for value creation here, which, for example, is traditionally used in Brazil for juice and desserts. However, the high logistical effort required to use the fruit pulp usually prevents this form of added value in smallholder systems.

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