Barry Callebaut expands Mona Lisa decoration brand in Mexico

From Left to Right: Rene Chavez - Gourmet Sales Director Mexico; Ofelia Elias - Gourmet Trade Marketing; Chef Alan Espinoza - Head of Chocolate Academy Mexico; Olga Garcia - Marketing Manager Mexico; Chef José Ramón Castillo - Star chocolatier Mexico

Barry Callebaut has moved to expand its global decoration brand, Mona Lisa, into Mexico, which was celebrated with renowned chocolatier José Ramón Castillo, writes Neill Barston.

As the company explained, the division’s mission remains focused on inspiring artistic creations, aiming to create a ‘wow factor’ for consumers through imaginative use of colour, taste, texture and shape.

The brand has been geared up to empower chefs to delight their customers with unique and exceptional creations while making their work in the kitchen more efficient.

“Today’s consumers are hungry for intense sensory pleasures. A premium dessert should not just satisfy the palate, but enchant it. To do this, it must appeal to all the senses and also stimulate them through colour, texture and shape. I am delighted that consumers in Mexico will be able to experience this in the future,” explained Patricia Cas Medina, Mona Lisa Global Brand Leader.

As the business added, the expansion of Mona Lisa within Mexico forms part of a long term venture. It began in 1987 by pastry chef Peter Thom, who had the vision to produce pre-made decorations to make his desserts more attractive, with the decoration brand now  active on five continents and in 50 markets. Even the COVID-19 pandemic could not slow recent growth.

Underlining this, in India, Mona Lisa was launched in January 2021 with a product portfolio for the fast-growing, professional home baking and ice cream markets. Meanwhile, in Brazil, Mona Lisa was launched this March to capture the high-end decorations market.

Furthermore, facilities in China have also been launched for Mona Lisa, with the business explaining it that it has identified the region as having key growth potential.

Speaking on the Mexico launch, Dries Roekaerts, Vice President of Global Gourmet at Barry Callebaut, added: “The introduction of Mona Lisa in Mexico is a perfect example of our approach in Gourmet. We seized the pandemic as an opportunity to sharpen our business model and to broaden our customer footprint. With Mona Lisa we cover more of our customers’ product needs and help them enrich their offer by making it visually exciting.”


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