Barry Callebaut Brand shares indulgence strategies and launches ‘Caramel Aura’ in the US

Barry Callebaut has revealed Caramel Aura is its latest chocolate innovation, designed specifically to help clients succeed in the competitive North American indulgence market.

With the recent growth of the premium category, indulgence has become a key driver in the market – and consumers are looking for ways to celebrate, treat themselves, to lean into comfort or to take a break.

“We are so excited to reveal our latest caramel product, Carmel Aura, and our industry resource, the Indulgence Playbook​,” said Laura Bergan, Director, Barry Callebaut Brand.

“Through consumer research, we created the Indulgence Playbook with tactics and methods to help brands succeed in evolving consumer tastes and meet the needs of the premium indulgence market. To help brands meet those premium standards, Caramel Aura is the easy product solution that will elevate and capture consumer’s interests. We’re excited to see the industry expand their definition of indulgence and utilise our strategies to create products that provide indulgent experiences for everyone​.”

According to the Barry Callebaut Brand, indulgence is a premium experience of taste and comfort, and consumers want products with a clear added value which can come in the form of special ingredients, flavour, unique processing techniques, positioning, or certifications.

To help catering brands tackle this challenge in the premium indulgence market and appeal to those consumers, the Indulgence Playbook is a multi-asset tool designed to highlight market insights, product solutions, and application and concept ideas to win in the market. In addition, the Indulgence Playbook is comprised of strategies and concepts to innovate or renovate their line of products so that they stand out with premium positioning.

With caramel consistently being in the top five of premium categories and flavours, the Caramel Aura is a caramelised white chocolate made with caramelised milk powder and sugar, with no colour or flavour added.

Barry Callebaut says the new product is aligned with its sustainability indulgence strategy and is also a Cocoa Horizon product that supports farmers and protects the planet through the Cocoa Horizons Foundation.

The Caramel Aura is available as melting chocolate and chips and food manufacturers can elevate their brands and treats into a number of indulgent experiences, for more information check out the playbook​.