ProSweets/ISM 2020

Barry Callebaut to bring ‘future indulgence’ to ISM 2020

By Anthony Myers

- Last updated on GMT

Barry Callebaut's new wholefruit chocolate fits the good-for-you trend at this year's ISM. Pic: Barry Callebaut
Barry Callebaut's new wholefruit chocolate fits the good-for-you trend at this year's ISM. Pic: Barry Callebaut

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Vegan & dairy-free are gaining momentum, 2019 was the ‘year of the vegan’ and the trend continues at the Barry Callebaut booth at this year’s ISM in Cologne.

According to research analysts Mintel​, in the UK the number of vegan food and drink products launched between 2012-16 increased by 185% and, although small, the number of people on a vegan diet rose by 350% from 2006-162. While in the US, the vegan community represented in 2017 more than 16 million people​, and counting.

Once associated with the hippy culture, vegan products have gone mainstream, in part thanks to the rise of planet-conscious flexitarians. Flexitarians follow a plant-based diet most of the time but allow an occasional meat or fish dish. In 2018, 15% of the UK consumers considered themselves flexitarians​, and that number keeps on growing.

Across all categories, two product positionings are emerging:  Better-for-you products, focusing on the goodness of plants and indulgent products, that happen to be plant-based.


The theme at the Barry Callebaut studio at ISM Cologne this year will be ‘indulgence of the future’. The company is keeping its presentation under wraps until the fair opens on Sunday 2 February, but visitors to its booth C10-D19 in Hall 10.2 can expect to see certain themes explored including: ‘Good for Me’; ‘Good for the planet’; and ‘Instagenic’.

In the sweet food categories, Barry Callebaut said all food categories are impacted by the vegan/dairy-free wave. “From ice cream to confectionery, bakery, pastry and snacking; plant-based NPD is a growth opportunity not to miss​”.

For example, the global dairy-free ice cream market size was valued at $455.9m in 2018 and is anticipated to expand at a CAGR of 14.8%​ over the forecast period.

At last year’s ISM, Barry Callebaut’s own ruby chocolate was the trend to watch after making an impressive impact on its debut​ in Cologne.

Ruby chocolate

Ruby chocolate, the ‘fourth chocolate’ variant, has been used in Nestle’s KitKat bars and is on sale in more than 50 countries, under 75 brands.

An Barry Callebaut’s launch of WholeFruit Chocolate​ last year was a significant development that chimes with the vegan and dairy free chocolate trend permeating the halls of ISM this year.

  • All will be revealed at: The BC studio, booth C10-D19 in Hall 10.2, from Sunday, 2 February.

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