Creating Moments Of Delight

Think of cocoa pods, maca and mangoes. While rising raw material costs have headlined food and beverage globally, the confectionery sector has been somewhat buffered by signifi cant momentum this year, with new products being launched in all categories. Suppliers have succeeded in creating new “taste lifestyles” with the help of premium, soothing and healthy ingredients; fi ne design; and sustainability principles.

Health emphasis
Clearly, there has been a return to pure ingredients. Many manufacturers have altered their recipes to use only natural flavorings. As a result, classical native plants and flowers have experienced unprecedented levels of interest. Elderberry—long valued as a home remedy—is now being used as a filling for chewing gum, alongside other ingredients like honey or Alpine herbs. It is also being incorporated into premium dark chocolate, or used as a decoration on bars (along with other fl oral works of art in the form of edible violets, rose petals or nasturtiums).



In a similar vein of “natural”, recently the Jelly Belly Candy Company developed a range of naturally-flavored jelly beans called Beanaturals, using flavorings made from fruit purées, juices and extracts. The line consists of 14 different flavors, which obtain their earthy colorings from natural sources like red cabbage juice or grape skin.



In fact, the global trend of health and wellness has found a special niche in confectionery. Products are now being infused with ingredients that strengthen teeth, protect the body’s cells, and prevent fatigue. Barry Callebaut recently launched the first chocolate to ever receive the “Happy Tooth” endorsement from the dental experts at the Tooth-friendly International organization. Based on honey and sugar cane, this product has much potential, especially in the children’s segment. Another global first is a fruit gum containing sugar which purportedly strengthens enamel, thanks to a salthydrate blend rich in calcium in ionized form. In an effort to promote heart health, New Tree developed a chocolate paired with fl ax seeds, offering the benefits of omega-3. Its Alpha Noir series of dark Belgian chocolate comes in a pure version with 65-percent cocoa content, and is available in two distinctive flavors: thyme and pepper.

In fact, the confectionery industry has successfully translated the wish of consumers for healthier and soothing foods into attractive, premium products. Maca is a medicinal plant from the Andes, which is cherished as a revitalizing ingredient throughout South America, as well as in Japan and the US. Now, Klett Schokoladen’s new energy chocolate Mucho combines enjoyment with an energy boost. Its premium chocolate is enriched with tropical fruit, amaranth crisp and maca. Meanwhile, Gumlink has developed a multi-layer chewing gum featuring CoQ10—a source of energy for the body’s cells. The patented combination of chewing gum and mint layers releases the active antioxidant and is available in mint/strawberry and mint/raspberry.

Luxury redefined
Confectioners are also keen to work with premium-quality products. The segments of dark chocolate and chocolate with high cocoa content continue to grow, echoing the fi ne baked-goods segment, where products stand out by virtue of their sophisticated recipes and high quality ingredients. Godiva’s Chocoiste chocolate bars are available in the whole-milk varieties with macadamias; dark chocolate with raspberry; and six other flavors, including a new dark chocolate version with 85-percent ganache. The Chocoiste range also includes chocolate-coated nuts and crunchy chocolate pearls. Chocolates are also being enhanced with select raw ingredients like spices and herbs. With flavors such as raspberry-balsamic, tomato-salt, olive pieces and olive oil, rosemary, lavender, oregano or thyme, fi ne chocolates are now forming exquisite harmonies with herbs and fruits. They also combine beautifully with Shiraz, Merlot or Pinoir grapes soaked in wine. “Sage-flavored chocolate sounds exotic, but it tastes wonderful,” says a representative from a specialist confectionery retail chain.

Technical sophistication is also boosting the appeal of chocolate. Each bar of Cuorenero Barrique dark chocolate (70 percent chocolate) is ripened for some time in the leaf of Kentucky tobacco and dried on oak ash. Similar to the effect of oak barrels on aging wine, this ripening process lends Sugar Company Spa Curorenero & Co’s chocolate a unique aromatic bouquet.

Confectionery of origin is also proving to be popular. Bouga CacaO offers chocolates that are produced in Ecuador. Pure Nacional Arriba cococa gives these chocolates a particularly mild flavor and accentuates the nutty, fruity hints with cacao content of between 70 and 100 percent. Its Ishpink spice and physalis ingredients originate in the Amazon region. These are said to have a surprising flavor. In the coming months, sales of chocolate drinks are also expected to soar. As with coffee, the new types of chocolate drinks are winning enthusiastic customers thanks to their proven special qualities and the concept of "origins". Stollwerk’s “Ecuador” drinking chocolate is distinguished by its fi ne and particularly mild cocoa note that contains fruity components. It’s “Mexiko” chocolate on the other hand is much darker and more intense. Customers also like their convenient shapes, such as the fantastically-shaped solid chocolate-drink products on a stick. Meant for the catering sector, the drink stick Chocobello is simply served with hot milk—the consumer actually prepares their own drink.

In the premium segment of fi ne marzipans and nougat, suppliers are keeping pace with the efforts of the chocolate makers to present new and unusual creations. Here too, classic marzipan products are being combined with new ingredients such as chili, cranberries, and ginger to produce unbelievable compositions.

Keeping kids interested
Producers of sugar confectionery have somewhat moved out of the limelight, but they are still delighting kids with fun items such as “edible” spiders and insects. According to Tara Manship, marketing coordinator for Candy Dynamics, the year’s biggest trend is the increase in the Sour Candy product category. Meanwhile, confectioners in general have hit the bull’s-eye in this age of TV reality shows with licensed figures. Clearly the most popular one this year is SpongeBob—his motif is found on every imaginable confectionery product, from advent calendars, to sweets, and candy floss. With only real competition from “Wilde Kerle”, “The Wild Things” character, SpongeBob is a sensation. Kuchle, the specialist for children’s edible paper products, has banked on this, developing SpongeBob tongue tattoos. The motifs from the popular cartoon series briefly leave an amusing print on the tongue.

This year, "Back to school" is a popular merchandising motto. The traditional but ever-new classic lollipop—which celebrated its glorious 50th birthday—aims to regain its top position in classrooms with variants based on bold and playful ideas. A pen with a built-in radio and lollipop is sure to be popular amongst young consumers between the ages of six and 14.



Organic or not?
Just how important is organic confectionery? Overall, supermarkets are offering a rapidly-expanding range of products. However, when it comes to confectionery specifically, merchants are looking at their product assortments and discovering that organic candy has not yet made a huge impact. Only a limited assortment of items from umbrella brands are available. Ritter Sport chocolate’s four most popular varieties—“Vollmilch” (30 percent cocoa), “Feinherb” (60 percent cocoa), “Treuben Cashew” and “Mandelsplitter” now come in an organic assortment. If manufacturers offered a broader and deeper range of products, the result could be more substantial turnover and good profits. Nevertheless, companies are beginning to respond to consumer demand in the sugar confectionery, chocolate and praline segments.