bake - March 2018 - 32

32 < MAR 2018 | bakemag.com

Flavor, function and authenticity are crit-

chocolate, as well as for revealing its

ical needs for America's youngest genera-

aromatic potential. The four stages are

tion, and the chocolate industry is poised

see, smell, listen and taste.

to deliver on this emerging demand.
Such efforts appeal greatly to today's
In recent news, for example, Mars, Inc.,

consumers, especially younger ones who

which includes candy brands such

value authenticity when it comes to their

as Snickers and M&M's, is working

food choices.

to preserve the cacao plant through an
initiative to fund efforts by University of

Generation Z, those born between

California-Berkeley scientists to research

1997 and the present, now represent 27

and develop a new method of growing

percent of the US population, a larger

the crop.

group than millennials, and although
only older Gen Zs are entering adult-

Barry Callebaut, the world's leading

hood, their impact on the food industry

manufacturer of high-quality cocoa and

is already being felt, ﬁnds a new study

chocolate products, recently introduced

by The NPD Group, a global information

a sensory language and tasting ritual

company. 

that will help chocolate professionals and
consumers to understand and express

Gen Zs, many of whom were raised by

the richness of chocolate taste. Cocoa

Gen Xers, grew up understanding the

and chocolate sensory scientists from

purpose of food and how it ﬁts into a

Barry Callebaut and the leading global

well-lived life.  As a result, this genera-

ﬂavor house Givaudan did extensive

tional cohort has set expectations that

research to develop a chocolate sensory

food and food brands will follow their

language and tasting ritual, inspired by

needs and not the other way around. 

what has already been created for wine,
coffee and craft beer categories.

By virtue of their upbringing, Gen Zs
are unintentional foodies and were

Pairing cocoa and chocolate sensory

brought up in a culture that talks about,

research with consumer under-

celebrates, and entertains with food,

standing, Barry Callebaut developed the

according to the recently released NPD

Consumer Chocolate Sensory Wheel

report, "Make it Happen for Gen Zs."

with 87 descriptors, covering the ﬂavor,
texture and aroma of chocolate.

They are told at an early age what
their food can do for them in terms of

According to Valrhona, tasting grand

functional and nutritional value and not

chocolate is a rare, intense and inti-

just how it tastes, bringing a new deﬁni-

mate experience. One must take their

tion to the "value" of food. Gen Zs, like

time and concentrate to discover the

the millennials, prefer food and bever-

complexity of the chocolate and appre-

ages with transparent labeling and an

ciate the enjoyment as it reaches a

absence of artiﬁcial ingredients; and are

crescendo. The "Art of Tasting" can be

skeptical of big brands and too many

broken down into four stages, all of

label claims, ﬁnds the NPD report, which

which are necessary for experiencing

takes a holistic look at the attitudes,

the richness and complexity of a grand

behaviors and voices of Gen Zs.

EUROPAIN

Authenticity Factor

chocolate & decorating
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