Chocolate is an affordable luxury, and chocolate confections are available to suit everyone’s preferences. Photo copyright © Getty Images/C Squared Studios pg 22 12.10 • www.ift.org By KAREN NACHAY As consumers continue hocolate is hot. People continually list chocolate as one of to crAve chocolAte, their favorite flavors for confectionery, bakery, and other Cproducts. For centuries, people have prized the commod- product developers employ A ity cocoa not only for its versatility as a food product but also as a tool for commerce. More than 2,000 years ago, the Mayans vAriety of ingredients and Aztecs crushed cocoa beans to form an unsweetened liquid consumed during ceremonies; the Aztecs also used the cocoa And techniques in the beans as a form of currency. We have the Europeans to thank for sweetening liquid cocoa and serving it hot and then devel- formulAtion And mAnufActure oping processes to create solid eating chocolate. of chocolAte confections. As chocolate confections manufacturers gain inspira- tion from developments in other food and beverage industry segments as a way to increase sales and differentiate their products, the humble chocolate bar introduced in the 1800s has evolved into a dizzying array of chocolate options—from bars available in a range of cacao percentages and confec- tions stuffed with buttery caramel or creamy peanut butter to chocolates molded into various shapes and bonbons and truffles formulated with bacon, cheese, balsamic vinegar, chili peppers, or even bread crumbs. Some chocolate sup- pliers like Belcolade are going as far as analyzing the flavor profiles of different types of chocolate at the molecular level and then comparing the profiles to those of other foods and beverages to pair the chocolate with the foods or beverages 12.10 • www.ift.org 23 pg PERFECT PAIR Give millions what they’re craving pastry chefs, and restaurant chefs in ToH YouR EAlTH their product development activities. In fact, flavor adventure and indulgence hocolate tastes great and is a versatile are two themes driving new confection ingredient in so many different food and development (CDC and Packaged Facts, Cbeverage products. Now, many marketers 2010). But it is not just about flavor. and researchers are positioning chocolate as a Texture is important, too, as manufac- food with potential health benefits as well. turers cover all types of food—fruits, Healthier confectionery products will be the nuts, and even pomegranate seeds and next “big” trend, according to 88% of the edamame—in chocolate. No surprise experts surveyed by the National Confectioners then that the National Confectioners Association (NCA, 2009b). Association (NCA) at its 2010 Sweets & Crunch into new Mars Botanical, a scientific division of Mars Snacks Expo noted “chocolate-covered texture possibilities Inc., conducts research and product development everything” as a popular confectionery on flavanols found in cocoa, tea, wine, and certain product trend. fruits and vegetables. It uses its proprietary pro- This article will examine the overall As sales of chocolate confections rise, manufacturers cess called Cocoapro™ that reduces the cocoa Vitamin E increases chocolate confections market and some are using everything from varying amounts of cacao to antioxidant appeal bean’s exposure to high temperatures, thereby of the trends driving sales to show how inclusions like creamy, flavored centers and nuts, seeds, retaining the efficacy of flavanols, which are often product developers are thinking outside and other crunchy ingredients when developing new destroyed during traditional processing. the box of chocolates, allowing consum- products and line extensions. Mars Botanical scientists and university sci- ers to indulge in something new and Photo copyright © iStockphoto.com/Pannonia entists with whom they collaborate, as well as Give your creations exciting or to enjoy a twist on some of a premium edge other scientists not associated with Mars the best-selling chocolate confections. numbers, U.S. consumers continue Botanical, have examined cocoa flavanols’ to purchase chocolate. Even though potential circulatory health benefits. Heiss et al. Chocolate Sales Uptick the price of some chocolate products (2010) found that consuming cocoa flavanols Chocolate confections sales through has increased, there are still afford- daily more than doubled the amount of circulating food, drug, and mass retailers exclud- able options that allow consumers to angiogenic cells—cells that repair and maintain ing Wal-Mart (FDMx) were up 5.9% in indulge their cravings at all price points blood vessels—in the blood. Sorond et al. (2008) the four-week period ending Sept. 5, as several mainstream manufacturers showed that consuming flavanol-rich cocoa 2010, up 5.8% in the 12-week period create “artisan-like” lines or formulate improved the cerebral blood flow in elderly sub- ending Sept. 5, 2010, and up 4.3% in chocolate products that contain differ- jects. Reid et al. (2010) concluded that dark the 52-week period ending Sept. 5, ent flavors and ingredients, states Kara chocolate reduced systolic hypertension and 2010, according to NCA. Of the 2,843 Nielsen, Trendologist, Center for Culi- • Entice taste buds around the world diastolic pre-hypertension but did not signifi- new confectionery products released nary Development. cantly reduce mean blood pressure less than 140 in 2009, 1,760 were chocolate (NCA, NCA surveyed 40 industry experts, mmHg systolic or 80 mmHg diastolic. 2010). While this number was slightly including manufacturers, market Mars Inc. and Barry Callebaut AG in February less than the 1,873 new chocolate prod- researchers, chocolatiers, nutritionists, reserved. rights All California. of Board Almond © 2010 2010 signed a cross-licensing and cooperation uct introductions in 2008, the overall and confectionery makers for its Trend agreement to create a standard of measuring numbers have been increasing since Report (NCA, 2009a). The experts cocoa flavanols based on scientific studies as 2005 when 1,195 new chocolate prod- noted some up-and-coming trends with And you ThoughT well as to develop a uniform message to commu- ucts were introduced. the potential to drive sales and interest you wERE jusT AddIng nicate the amounts. The companies emphasize In 2009, U.S. retail chocolate con- in the chocolate confections market. that just because a chocolate product has a fections sales set a new record when Consumers are becoming more inter- Almonds. higher percent of cacao, is a dark chocolate, or they reached $17.3 billion, an increase ested in combining chocolate and other claims that antioxidant content is the main bene- of 2.8% from 2008 (Packaged Facts, ingredients such as spices, salts, herbs, A lot goes in with a little almond, especially when it’s going into smooth, creamy chocolate. fit of cocoa does not mean that the product 2010). Manufacturer price increases and and floral flavors, especially ones that So it’s no wonder almonds are the number one nut introduced globally for chocolate confectionery products.* contains enough flavanols to impart a benefit. the increase in the number of premium, have ethnic characteristics, according i.e. gourmet, products and products to 43% of experts. Ethnic food offer- This sweet combination blends irresistibly tasty crunch with a wealth of nutrition benefits appealing making health claims account for the ings are quite popular in segments like to millions of consumers worldwide. Talk about a match made in heaven. sales growth outpacing quantity of prod- frozen foods, meal kits, and sauces and that share similar flavor profiles. The ucts sold. Despite a recession retarding at fast-casual and fine dining restaurants. Good news about good fat: U.S. Dietary Guidelines recommend that the majority of your fat intake information is meant to inspire indus- growth in almost every area of the Now consumers can enjoy the spices, be unsaturated. One serving of almonds (28g) has 13g of unsaturated fat and only 1g of saturated fat. trial and artisan bakers, chocolatiers, economy and growing unemployment seasonings, and flavors characteristic of *Mintel Global New Products Database and Sterling-Rice Group, Global New Product Introductions Report, 2008. pg 24 12.10 • www.ift.org ALMF100334_ThoughtMolds_FoodTech.indd 1 11/17/10 2:53 PM 11.16.10 ABCFSI ALMF090334 Thought Mold Food Technology DEC InDesignCS4 to PDFx4 8.125x10.875 -.25” all +.125” all 100% R1 approved/dupe Michelle Hicks 1.303.381.6425 You GoT What iN MY CHoColate? ack in the 1970s, a commercial for Reese’s Peanut Butter Cups exclaimed, “You got Bpeanut butter in my chocolate!” Now, the statement could be made about a variety of ingredients like probiotics, vitamins, minerals, and fruits with high levels of antioxidants being added to chocolate confections. “Over the last decade, chocolate makers have been responding to consumers’ drive to live healthier lifestyles,” says Curtis Vreeland, a chocolate market analyst with Packaged the most common applications. Ameri- and its reported health benefits, notes Facts. “Their efforts have brought us portion- cans are learning of chocolate’s use as Innova Market Insights. controlled packaging, sugar-free sweets, an ingredient in applications beyond heart-healthy dark chocolate, and fortified con- bakery and sweets. Chocolate, includ- A Premium Choice fections of unbelievable variety and veracity.” ing powder, solid, and nibs, adds flavor, Within the chocolate confections prod- Barry Callebaut developed a process to texture, or color to savory sauces like uct industry are various categories, produce on an industrial scale chocolate BBQ sauce, spice blends like ones for some more likely than others to drive containing the probiotics Lactobacillus and chili or stew, and rubs, all of which sales. One such category is premium Bifidobacterium. Maramor Chocolates makes are available at gourmet stores and chocolate, and it includes themes like chocolate confections fortified with probiotics specialty online retailers. Chocolate exotic flavors and unusual ingredient and with omega-3 fatty acids. Dagoba Organic manufacturers are always looking for inclusions (Packaged Facts, 2010).