The new Treat Tomorrow initiative from Barry Callebaut is intended to foster new and emerging consumer desires around climate, social inequalities and personal health concerns in regards to chocolate.

The leading chocolate manufacturer is collaborating with customers and experts, kicking off Treat Tomorrow with the live streaming of five miniseries addressing five pressing consumer questions.

Each miniseries reflects on the subject from multiple perspectives, including macro trends, food and health science, brand case studies and next-generation consumer applications. They 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 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,” says Antoine de Saint-Affrique, chief executive officer of Barry Callebaut.

Registration for the kick-off on April 28 is now available on the Treat Tomorrow website. This includes signing up for an individual one-on-one ‘Choc’Xchange’ with experts to draft an action plan to shape the future of chocolate indulgence for the benefits of personal and environmental health.