Cargill’s new Bright White chocolate dazzles in the age of social media

By Anthony Myers

- Last updated on GMT

Cargill' s Bright White chocolate praline. pic: Cargill
Cargill' s Bright White chocolate praline. pic: Cargill

Related tags Cargill

The chocolate is available as solid or liquid chocolate, as well as in easy-melt formulations, and all ingredients are sustainably sourced, the company said.

With an eye on social media and visual appeal, Cargill’s new Bright White chocolate is a real eye-catcher after consumer testing confirmed the company’s new range stands apart from other options, with 92% of consumers rating Bright White as noticeably whiter than other white chocolate currently on the market.

Historically, white chocolate actually meant cream-colored chocolate​,” said Matthieu Rouvillain, senior R&D manager at Cargill Cocoa & Chocolate. “Our new Bright White chocolate reimagines what is possible with a whiter-than-white recipe that truly dazzles​.”

To achieve the extra whiteness, Cargill engineers first carefully selected ingredients and used patented, proprietary processes to lighten the colour profile. With the ideal ingredients in hand, the team then devised production processes and methodologies that maintain the line’s unique white colour.

'Eat with our eyes'

Nearly 20% of consumers state that the visual appeal of a product is the key factor influencing their purchase decision​,” said Cathrin Simon, Cargill’s marketing manager for chocolate. “This reality gives new meaning to the saying that we ‘eat with our eyes​.’”

Cargill is also quick to point out that while Bright White was created for its eye-catching visual appeal, it also delivers on other sensory attributes. According to the company, the recipe provides a round, balanced taste with a subtle vanilla flavour, and smooth, indulgent texture.

It also aligns with other key consumer trends, as it is produced from sustainably sourced, Rainforest Alliance Certified cocoa beans and contains no extra or artificial ingredients, enabling a label-friendly positioning.

Perfect for enrobing and decorating, Bright White chocolate can be used in bakery, cereals, confectionery, dairy, decorations, cereals, and similar applications – and will be available in solid, liquid and easy-melt formats.

The company said the new white chocolate development has great potential in Cargill’s global markets – particularly the United States and Asia. According to a recent poll conducted by the Cargill, most US customers take a chocolate-flavoured treat every day as a mood raiser or energy booster.

Asia-Pacific is also seen as an important testing ground for developing cocoa and chocolate where confectionery companies can broaden their product portfolio and R&D capabilities. The region was chosen for product testing and commercial expansion opportunities by the company.

Related topics R&D Chocolate

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