UNIVERSITEIT GENT FACULTY OF AGRICULTURAL AND APPLIED BIOLOGICAL SCIENCES INTERNATIONAL COURSE IN FOOD TECHNOLOGY EUROPEAN FOOD & BEVERAGE QUALITY MANAGEMENT JOINT POST-GRADUATE PROGRAMME (M.Sc.) TEMPUS STRUCTURAL JOINT EUROPEAN PROJECTS CHOCOLATE INDUSTRY IN A NEW EUROPEAN PERSPECTIVE Promotor: Master’s dissertation submitted Prof. Dr. ir. Jacques VIAENE in partial fulfilment of the requirements Agricultural Economics for the degree of Master in Food Department Science and Technology by: Renata JANUSZEWSKA 1996 The author and the promotor give the permission to put this thesis to disposal for consultation and to copy parts of it for personal use. Any other use falls under the limitations of copyright, in particular the obligation to explicitly mention the source when citing parts out of this thesis. Gent, June 1996 The promotor, The author, Prof. dr. ir. Jacques Viaene Renata Januszewska ACKNOWLEDGEMENTS I am deeply grateful and indebted to Prof. dr. ir. Jacques Viaene, head of the Department of Agricultural Economics at the University of Gent and a promotor of my thesis, for his supervision during preparation and writing of this thesis, teaching, advice and support throughout the whole work on this paper. My sincere thanks to Dr. Marek Sikora, my scientific advisor from the Department of Carbohydrate Technology at the Agricultural University in Kraków, for his critical comments and corrections during writing. I wish I could thank the Coordinators of TEMPUS programme: Prof. Joannis Kazazis from Technological Educational Institution (TEI) of Athens, Prof. dr. ir. R. Verhé from the University of Gent and Dr. ir. Z. ród³owski from the Agricultural University in Kraków, who gave me the chance to attend the „Eurofood & Beverage Quality Management” programme and helped me in all the necessary arrangements. I would like to mention Prof. dr. ir. N. Schamp for his helpful advice while I was preparing the sensory analysis. My acknowledgements are also extended to the following people, without whom collecting of all the material used in this thesis would not be possible: • Adrien Verdegem, Director of Paul’s confectionery company, Eeklo • BSI Education Service, London • D. Marynessin, Ministry of Health Administration Centre, Brussels • Danuta Hulak, Laboratory & Quality Manager of Wawel S.A., Kraków • Dora Mc Cabe, Group Public Relations Manager of Cadbury Schweppes, London • Hilde Van Gerwen, Manager Food Legislation and Food Science, CAOBISCO, Brussels • J.P.Verdeyen, Quality Control Manager of Kraft Jacobs Suchard / Côte d’Or, Halle • Koen Dewettinck, University of Gent, Gent • Livio Ferrone, Service Industries, University of Bournemouth, Bournemouth • Marcin Piróg, Research & Development Director of E.Wedel S.A., Warszawa • Mark Woolfe, Food Standards & Labelling Division, Ministry of Agriculture, Fisheries & Food, London • S. Peverley, Technical Liaison Officer, Consumer Services of Nestlé UK Ltd., York • Tadeusz Sikora, Academy of Economy, Kraków • Veronique Vissio, Librarian of CEN - European Committee for Standardisation, Brussels • Werner De Vos, Central Laboratory of the Ministry of Economic Affairs, Brussels • Willy Geeraerts, Environment & Quality Manager of S & A Lesmé - Callebaut, Wieze • W³adys³aw Bielecki, my retired friend from Grimsby I also have to mention Michael Latus, the Environmental Health Officer of the MAFF in Great Britain who rose my interest towards legislation aspects. Finally, I want to thank my family for their patience, affection and support; their help influenced my positive and joyful attitude to this work. 1 TABLE OF CONTENTS Cover and title page Copyright Acknowledgements Table of contents 1 1. OBJECTIVES OF THE STUDY 4 2. MEGA TRENDS: YESTERDAY, TODAY & TOMORROW 6 2.1 HISTORY OF CHOCOLATE 6 2.2 TODAY’S PRODUCTION, EXPORT AND CONSUMPTION 8 2.2.1 Trends in the European Union-12 8 2.2.2 Chocolate production 12 2.2.2.1 Chocolate production in Belgium 12 2.2.2.2 Chocolate production in the UK 12 2.2.2.3 Chocolate production in Poland 14 2.2.3 Foreign trade 14 2.2.3.1 Foreign trade for chocolate in Belgium 14 2.2.3.2 Foreign trade for chocolate in the UK 15 2.2.3.3 Foreign trade for chocolate in Poland 16 2.2.4 Chocolate consumption 17 2.2.4.1 Chocolate consumption in Belgium 17 2.2.4.2 Chocolate consumption in the UK 18 2.2.4.3 Chocolate consumption in Poland 19 2.3 MARKET PROSPECTS 19 3. LEGISLATION FOR CHOCOLATE 23 3.1 EUROPEAN UNION LEGISLATION 24 3.1.1 Chocolate Directive 24 3.1.2 Labelling Directive 27 3.1.3 Hygiene Directive 28 3.1.4 Price Indication Directive 28 3.1.5 Weight Directive 28 3.2 NATIONAL LEGISLATION 30 3.2.1 Legislation in Belgium 30 3.2.1.1 General requirements 30 3.2.1.2 Factory standards 31 3.2.1.3 Analytical methods for chocolate evaluation in Belgium 32 3.2.2 Legislation in the UK 34 3.2.2.1 General requirements 34 3.2.2.2 Classification 35 3.2.2.3 Analytical methods for chocolate evaluation in the UK 36 3.2.3 Legislation in Poland 37 3.2.3.1 General requirements 37 3.2.3.2 Analytical methods for chocolate evaluation 2 in Poland 38 3.2.3.3 Classification 40 3.2.3.3.1 General classification 40 3.2.3.3.2 Classification of chocolate and chocolate products 41 3.2.3.4 Compositional requirements 41 3.3 CODEX ALIMENTARIUS STANDARDS 43 3.4 STANDARDS OF THE INTERNATIONAL STANDARD ORGANISATION (ISO) 45 3.5 EUROPEAN COMMITTEE FOR STANDARDISATION (CEN) 46 3.6 COMPARATIVE SYNTHESIS OF NATIONAL AND INTERNATIONAL LEGISLATION FOR CHOCOLATE INDUSTRY 47 4. LEADING CHOCOLATE MANUFACTURERS 51 4.1 LEADING CHOCOLATE MANUFACTURERS IN BELGIUM 51 4.1.1 Introduction 51 4.1.2 Characteristics of the leading Belgian manufacturers and brands 51 4.1.3 Strategies of the Belgian chocolate manufacturers 54 4.1.4 Other chocolate manufacturers in Belgium 55 4.2 LEADING CHOCOLATE MANUFACTURERS IN THE UK 57 4.2.1 Introduction 57 4.2.2 Characteristics of the leading English manufacturers and brands 57 4.2.3 Strategies of the English chocolate manufacturers 62 4.2.4 Other chocolate manufacturers in the UK 64 4.3 LEADING CHOCOLATE MANUFACTURERS IN POLAND 65 4.3.1 Introduction 65 4.3.2 Characteristics of the leading Polish manufacturers and brands 66 4.3.3 Strategies of the Polish chocolate manufacturers 71 4.3.4 Other chocolate manufacturers in Poland 73 5. QUALITY CONTROL IN CHOCOLATE INDUSTRY 75 5.1 PRINCIPLES OF QUALITY CONTROL AND QUALITY ASSURANCE 75 5.2 QUALITY CONTROL IN CHOCOLATE CONFECTIONERY 78 5.2.1 Raw materials control 78 5.2.1.1 Cocoa beans 79 5.2.1.2 Cocoa butter 81 5.2.1.3 Sugar 83 5.2.1.4 Milk powder 83 5.2.1.5 Nuts, spices, technical aids and packaging 84 5.2.2 Manufacturing process control 84 5.2.2.1 Quality Control Points in chocolate manufacture 85 5.2.2.2 In-line process control 90 5.2.3 Finished product examination 91 5.2.3.1 Physical, chemical and microbiological examination 92 3 5.2.4 Defects in stored chocolate products 93 5.3 GOOD MANUFACTURING PRACTICES AND HAZARD ANALYSIS OF CRITICAL CONTROL POINTS (HACCP) SYSTEM 94 5.3.1 Good Manufacturing Practices in chocolate industry 94 5.3.2 Hazard Analysis of Critical Control Points (HACCP) system in chocolate industry 95 5.4 COMPARISON OF QUALITY CONTROL SYSTEMS IN CHOCOLATE INDUSTRY IN BELGIUM AND POLAND 97 5.5 RECENT EU- REGULATIONS 103 5.5.1 Denomination of Product Origin and Geographical Indication 104 5.5.2 Labelling Regulations 105 5.5.3 Harmonised Safety and Hygiene Standards for Imported Products 105 6. TASTE AND SENSORY ANALYSIS OF CHOCOLATE 107 6.1 INTRODUCTION TO TASTES OF CHOCOLATE 107 6.2 INGREDIENTS AND PROCESSING MAKE TASTE OF CHOCOLATE 108 6.2.1 Cocoa beans 108 6.2.2 Sugar 109 6.2.3 Milk 110 6.2.4 Processing 114 6.3 SENSORY ANALYSIS OF LEADING CHOCOLATE BRANDS IN BELGIUM, THE UK AND POLAND 115 6.3.1 Aim of the sensory analysis 115 6.3.2 Methodology 116 6.3.2.1 Tests used for chocolate evaluation 116 6.3.2.1.1 Discriminatory Analysis 116 6.3.2.1.2 Descriptive Analysis 117 6.3.2.2 Samples, panellists and environment 119 6.3.2.2.1 Presentation of samples 119 6.3.2.2.2 Panellists 120 6.3.2.2.3 Environment 121 6.3.3 Results of sensory analysis 121 6.4 CONCLUSIONS 124 7. GENERAL DISCUSSION 126 8. SUMMARY AND CONCLUSIONS 138 9. REFERENCES 140 APPENDIXES 148 1. Objectives of the study 4 1. OBJECTIVES OF THE STUDY New Europe means that East European countries are „preparing themselves for operating under the requirements of the European Union’s internal market” (White Paper, 1995). Within the perspective of new Europe the chocolate industry in Belgium, Great Britain and Poland is analysed and compared. The chocolate industry is an excellent case to find out the different background and competitive structure of food industry in Europe. The aim of the study is to focus on the chocolate industry in a new European perspective. The analysis of that industry in Belgium, Great Britain and Poland comprises different components. The main topics are the megatrends, the legal requirements, market leaders, quality control and sensory analysis at consumer level. Chapter two is dealing with the megatrends in chocolate industry. Getting started with the history of chocolate the production and consumption during the last years are analysed. Also some new major trends are developed. In chapter three the Belgian, English and Polish foodlaw are compared with the emphasis on harmonisation within the European Union as well as the process of preparation of the Central and East European Countries (CEEC’s) to join the Single Market.