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Why inclusions make the difference

multisensorial image pink and brown cookies

Why inclusions make the difference

Consumers’ palates are getting increasingly adventurous and tougher to please – they want the traditional and the authentic, but also want it with a twist. Time for new and creative sensations!
bar inclusions

Consumers crave for multi-sensorial experiences

A great product isn’t always just about taste. It can be a whole sensory experience including a tantalizing aroma, an appealing appearance or a wider range of unique textures that appeal to all senses. Consumers, and in particular Millennials and the Gen Y youngsters, want their palates to be stimulated, challenged, surprised. Texture (mouthfeel) is suggested today as the new taste to create unexpected indulging & pleasurable sensory experiences.

In 2022, 50% of global consumers said they like food and drink products with unusual textures (vs 43% in 2020), proving that consumers recognize that texture contributes to the overall sensory experience.1 

Source: 
1 FMCG Gurus, 2022

Consumers’ texture preferences

Did you know that everyone has a specific eating style in which texture (mouthfeel) plays a critical role?  Four types of eating styles – Crunchers, Smooshers, Chewers and Suckers – define how people consume and enjoy their food.  In Western Europe, the majority are crunchers and chewers.

Crunchers:
Eat forcefully and loud.
Eat super quick.
Crunch until it’s gone.
Lovers of firm crispy.
Love chocolate crunchy cookies & chocolate covered peanuts

Chewers:

Enjoy multi-textured foods.
Like long, full chewing sensations.  
Lovers of crumbly and chewy textures.
Love chocolate covered raisins & brownies

Smooshers:
Eat slowly.
Love soft, uniform textures.
Don’t enjoy chewing.
Love granola chocolate bars & chocolate truffles



Suckers:

Slow eaters.
Suck before chewing.
Like multi-layered products.
Enjoy the flavor.
Love hard chocolate pieces

Each consumer is different, they eat differently and will be satisfied by different types of textures. But if a texture claim is made, then that texture claim should deliver into their eating experience.

Nearly half (47%) of Germans said they resembled chewers and 34% said they were crunchers. Brits said they most resembled crunchers (34%) and chewers (33%). In France, 41% were identified as crunchers while 38% said they felt as chewers.

Source: Mouth Behaviour theory – Copyright 2016
The Understanding & Insight Group, LLC
Eating Styles: a complete guide to our
unexpressed love of food - Ingredion, 2017

Taberu Crispy Seaweed

Taberu Mango Flavored Crispy Seaweed Snack from Thailand is said to be a healthy snack made with seaweed and crisped rice for additional crunch.

How to bring texture alive?

Texture is a key driver of the eating and drinking experience and it affects the senses from first look through product consumption.

  • In store - Which texture claims are on the packaging?
  • Before eating - How does the product look outside of packaging?
  • While eating - How does it feel in the mouth? How do you eat it?
  • After swallowing - What is left in the mouth?

Overall, 11% of new food and beverage products launched globally in 2022 carried a texture claim of some kind. Creamy and crispy are the most popular claims in use.2

Research shows that younger consumers are more influenced by interesting or enjoyable textures rather than mature consumers.2 Additionally, 65% of global consumers prefer sweet treats that have multiple textures.3

Sources: 
2 Innova, 2023
3 Barry Callebaut proprietary study, 2023

Nabisco Firework Oreo

Nabisco Oreo honored US Independence Day celebrations with a limited-edition chocolate Oreo with red and blue popping candy inside the cream.

Texture novelties

New product launches today are driven by unexpected flavor sensations and new texture combinations such as crispy with smooth, velvety and crunchy, soft and hard, chewy and wet. Tomorrow, the quest for unusual experiences provides product opportunities with unexpected texture fusions - such as ‘crunchy’, mixing crunchy and crispy, ‘softy’ by mixing soft and chewy.

These multisensory creations provide the iGeneration (teens and young adults) - as well as consumers of all ages - with tangible connections to the real world as well as moments worth sharing either in person or online.

Bring texture alive with inclusions

Adding inclusions to your products is a simple way to trigger consumer interest and impact flavor release and mouthfeel sensations, especially when people see unique creations that they’d love to try out. Barry Callebaut offers an extensive range of inclusions to bring that breath of fresh air in your product offerings. With the acquisition of D’Orsogna Dolciaria, we were able to bring even more excitement to this product category. With this range of innovative and top quality products we can inspire you to create exclusive combinations of textures, flavors and pleasure. 

  • Read all about our D'Orsogna Dolciaria products
  • Discover our inclusions

All about chocolate inclusions

  • Merveilleux pastries with white, milk and dark chocolate shavings

    Chocolate sprinkles & inclusions

    Consumers love chocolate in all forms and flavors. Discover our favorite chocolate inclusions and sprinkles for bakery and pastry, dairy and drinks, ice cream and desserts and confectionery that bring the sweet experience consumers fall in love with.
    자세히 보기 - Chocolate sprinkles & inclusions
    Chocolate sprinkles & inclusions
  • Bombe with chocolate shavings

    Chocolate sprinkles for bakery and pastry

    Discover our shortcut to delight consumers with a new wave of chocolate sensations. Colors, texture and real chocolate taste are the winning ingredients of the range of chocolate sprinkles and inclusions we have especially selected for you.
    자세히 보기 - Chocolate sprinkles for bakery and pastry
    Chocolate sprinkles for bakery and pastry
  • Yogurt with Ruby Chocolate Crispy Bites

    Chocolate sprinkles for dairy and drinks

    Craft a next-level dairy and drinks experience with our selection of small chocolate decorations. Use them as an inclusion, or sprinkle them on top of your creation, a delicious surprise is only a handful of chocolate away.
    자세히 보기 - Chocolate sprinkles for dairy and drinks
    Chocolate sprinkles for dairy and drinks

Trends & Insights

cacaofruit applications

Upcycled Cacaofruit: The New Star in Barry Callebaut’s Sustainability Solutions

Barry Callebaut is taking sustainability to new heights by adding the Upcycled Certified cacaofruit products to the portfolio. These flavorful, nutritious ingredients help reduce environmental impact while offering exciting new possibilities for eco-friendly products across the food industry.
자세히 보기 - Upcycled Cacaofruit: The New Star in Barry Callebaut’s Sustainability Solutions
Upcycled Cacaofruit: The New Star in Barry Callebaut’s Sustainability Solutions
cacaofruit and herbs

The Perfect Pairing of Cacaofruit and Herbs

Discover how the vibrant flavors of cacaofruit come alive when paired with aromatic herbs. We delve into the unique ways cacaofruit’s tropical notes harmonize with herbs like thyme, chamomile, and basil, assembling unexpected flavor combinations perfect for both savory and sweet creations. From refreshing beverages to innovative desserts, see how these bold pairings can elevate your creations and bring a touch of wellness to every bite.
자세히 보기 - The Perfect Pairing of Cacaofruit and Herbs
The perfect pairing of cacaofruit and herbs
cacaofruit smoothies with vegetables

Transform your Smoothies: Cacaofruit’s Perfect Pairings with Vegetables

Looking to elevate your smoothie game? Discover how the tropical sweetness of cacaofruit pairs perfectly with earthy vegetables like pumpkin, carrot, and beet. These unique combinations create refreshing, nutrient-packed drinks that delight the taste buds and inspire new smoothie creations. Dive in and transform your beverages with these wholesome blends.
자세히 보기 - Transform your Smoothies: Cacaofruit’s Perfect Pairings with Vegetables
Transform your smoothies: cacaofruit’s perfect pairings with vegetables

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