Barry‌ ‌Callebaut‌ ‌initiates‌ ‌Treat‌ ‌Tomorrow‌ ‌to‌ ‌shape‌ ‌chocolate‌ ‌indulgence‌ ‌for‌ ‌the‌ ‌decade‌ ‌to‌ ‌come‌


Barry‌ ‌Callebaut‌ ‌initiates‌ ‌Treat‌ ‌Tomorrow‌ ‌to‌ ‌shape‌ ‌chocolate‌ ‌indulgence‌ ‌for‌ ‌the‌ ‌decade‌ ‌to‌ ‌come‌

The Treat Tomorrow collaboration with customers and experts is about carving the plan for ‘new’ chocolate indulgence and to elicit positive change. The journey starts on April 28, 2021.

We start the Treat Tomorrow initiative with a Glocal Customer Gathering. As an industry leader, we intend to foster new and emerging consumer desires around climate, social inequalities, and personal health concerns. 

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.
Antoine de Saint-Affrique, CEO of the Barry Callebaut Group

Kick-off of journey

On April 28, Treat Tomorrow will be kicked-off with the live-streaming of 5 mini-series addressing 5 pressing consumer questions. Each mini-series reflects on the subject from multiple perspectives: macro trends, food & health science, brand case studies, and next-generation consumer applications. The miniseries 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.

Treat Tomorrow Website

Shaping chocolate indulgence for the decade to come

The Treat Tomorrow initiative will be supported by a platform to provide knowledge and insights to elicit positive change. Ongoing new miniseries and episodes with latest research, insights and innovations will be populated.

Join us!

Registration for the kick-off starts today on Including to sign up for 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. 

For more updates follow the Treat Tomorrow on Linkedin and Twitter.

TreatTomorrow_shaping the future chocolate
Bas Smit - Barry Callebaut

Bas Smit

Working as Global Vice President Marketing of Barry Callebaut. Native Dutch, married and father of four kids, he loves nature and sports. He believes that to build businesses, define destinations and drive change, the answers are in the world around us.

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