Barry Callebaut launches Indulgence Playbook and the new Aura Caramel


CHICAGO–(COMMERCIAL THREAD) –The Barry Callebaut brand today announced the launch of the Indulgence Playbook, a guide for North American food manufacturers to compete in the indulgences market, and its latest chocolate innovation, Caramel Aura. With the growth of the premium category over the past year, indulgence has become a key driver in the market – consumers are looking for ways to celebrate, have fun, relax, or take a break. To cater to today’s audience, the Barry Callebaut brand presents a product solution along with the resources to gain indulgence.

Indulgence is a premium experience of taste and comfort, and consumers want products with clear added value that can take the form of special ingredients, flavors, unique processing techniques, positioning or certifications. To help brands meet this challenge in the high-end indulgence market and appeal to these consumers, the Barry Callebaut brand has created the Indulgence Playbook, a multi-asset tool designed to highlight market information. , product solutions and ideas of applications and concepts to win in the market. . In addition, the Indulgence Playbook is made up of strategies and concepts to innovate or renovate your range of products so that they stand out with a premium positioning.

With caramel consistently in the top five of premium categories and flavors, the Barry Callebaut brand presents its latest chocolate innovation – Caramel Aura, a caramelized white chocolate made from caramelized milk powder and sugar, with no added color or flavor. This latest addition to Barry Callebaut’s collection of caramels acquires its high-end and decadent taste experience thanks to the craftsmanship of specialized ingredients in combination with the refined processing which provides a creamy, warm, memorable and avant-garde caramel experience. . Aligned with the sustainable indulgence strategy, Caramel Aura is also a Cocoa Horizon product that supports farmers and protects the planet through the Cocoa Horizons Foundation. Available in Fudge Chocolate and Caramel Aura Chips, food manufacturers can elevate their brands and treats into a delicious, indulgent experience:

  • Aura Caramel Fondant Chocolates – are versatile and can be used in many applications, such as molding, embedding, drizzle, background or even panning.
  • Aura Caramel Chips – are ideal for baked goods such as cookies and are also a decadent addition to trail mixes or other snacks.

“We are delighted to unveil our latest caramel product, Carmel Aura, and our industry resource, the Indulgence Playbook,” said Laura Bergan, Barry Callebaut brand manager. “Through consumer research, we created the Indulgence Playbook with tactics and methods to help brands successfully evolve consumer tastes and meet the needs of the high-end indulgence market. To help brands meet these premium standards, Caramel Aura is the one-stop product solution that will uplift and capture consumer interests. We’re excited to see the industry broaden its definition of indulgence and use our strategies to create products that deliver enjoyable experiences for everyone.

For more information on Caramel Aura and to download the Indulgence Playbook, visit

About Barry Callebaut (

Zurich-based Barry Callebaut Group is the world’s leading manufacturer of high-quality chocolate and cocoa products – from sourcing and processing cocoa beans to producing the finest chocolates, including fillings. , decorations and chocolate compounds. The Barry Callebaut Group serves the entire food industry, from food manufacturers to artisanal and professional users of chocolate, such as chocolate makers, pastry chefs, bakers, hotels, restaurants and caterers. The Group operates more than 60 production facilities around the world and employs a diverse and dedicated global workforce of more than 12,000 people.

The Barry Callebaut Group is committed to making sustainable chocolate the norm by 2025 in order to secure the future supply of cocoa and improve the livelihoods of farmers. It supports the Cacao Horizons Foundation in its goal of shaping a sustainable future for cocoa and chocolate.

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