Barry Callebaut has announced its new Treat Tomorrow initiative ­– a collaboration with customers and experts to carve the plan for new chocolate indulgence and to create positive change.

This new initiative will begin 28 April 2021 and will start with a customer gathering as the industry intends to “foster new and emerging consumer desires around climate, social inequalities and personal health concerns”.

On April 28, Treat Tomorrow will be kicked-off with the live-streaming of 5 mini-series addressing 5 pressing consumer questions. Each mini-series reflects on the subject from multiple perspectives: macro trends, food & health science, brand case studies, and next-generation consumer applications. The miniseries will be live hosted by an anchor to stimulate the interactivity and discussions. Topics include health, next generation indulgence, plant-based, sustainability and the climate.

The Treat Tomorrow initiative will be supported by a platform to provide knowledge and insights to elicit positive change. Ongoing new miniseries and episodes with latest research, insights and innovations will be populated.

 Antoine de Saint-Affrique, CEO of the Barry Callebaut Group, said: “The COVID-19 crisis disrupted the whole world and accelerated changes already in the making. By initiating Treat Tomorrow, we aim to shift the dialogue with customers, brands and artisans with regards to consumer attitude changes.”

Register for Treat Tomorrow at: