Our strategy

The Barry Callebaut Group is the world’s leading manufacturer of high-quality chocolate and cocoa - we are the heart and engine of the cocoa and chocolate industry. We serve the entire food industry. As a partner of choice, we offer tailored solutions – from the cocoa bean to the finest chocolate product. Our clear focus is on two key target groups: global and local food manufacturers and artisans. By employing a differentiated strategy for both segments, we contribute to their success. That’s why our customers appreciate Barry Callebaut as a strong and innovative partner.

Ambitious growth strategy based on four pillars

Barry Callebaut aims to outperform the global chocolate market. Our ambitious growth strategy is based on four pillars:

Barry Callebaut’s growth strategy is based on the four pillars Expansion, Innovation, Cost Leadership and Sustainability

Barry Callebaut's 4-pillar long-term growth strategy.


We aim to expand our business based on three growth drivers:

Emerging Markets:
Next to further strengthening our position in the main markets of Western Europe and North America, we aim to tap into the growth potential of Emerging Markets.

Outsourcing & Partnerships:
Implementing existing outsourcing volumes and strategic partnerships, as well as securing further outsourcing deals with global and local food manufacturers is an essential part of our business strategy.

Gourmet & Specialties:
We intend to further accelerate the growth of our Gourmet & Specialties business.

Barry Callebaut Expansion - 4-pillar strategy


We lead the development of the chocolate and cocoa market through innovation in our global gourmet brands and in co-creation with our industrial partners. Our market insights from around the world are brought together with our deep research & development expertise in areas like structuring, sensory, sugar reduction, and cocoa science. On this basis, a rich pipeline with value-added products and services will keep driving margin-accretive growth.

From our global innovation centers, we focus on developing unique capabilities and expertise four discover areas:

  1. Cocoa science
  2. Authenticity & permissibility
  3. Structure, Texture, Sensory
  4. New process technology.

These areas give us a competitive edge in the development of new products and applications as well as help us to shape industry trends, anticipate and drive customer value.

Barry Callebaut Innovation - 4-pillar strategy

Cost Leadership

Cost leadership is a core element of our competitiveness and one of the reasons – next to deep expertise and recognized quality – many customers have chosen to outsource their production to us.

We continuously strive to improve our performance through technology upgrade, scale leverage, optimization of product flows, best-in-class sourcing capabilities and tight cost management along the complete value chain.

Barry Callebaut Cost Leadership - 4-pillar strategy
Cost Leadership


We have a long-standing commitment to sustainability, as we believe that the future of our industry depends on its ability to make cocoa farming more viable and attractive to farmers, today and tomorrow. We also are a company with a purpose and we believe that business should re-invest knowledge and resources into the communities in which it operates. Through "Forever Chocolate", a movement we launched in November 2016, our plan is to make sustainable chocolate the norm by 2025. Our ambition goes beyond sustainable cocoa. It is the next step in our long history of investing in a sustainable supply chain.

Barry Callebaut Sustainability - 4-pillar strategy