Barry Callebaut moves to rebrand specialist training sites as Callebaut Chocolate Academies
The opening of Chocolate Academy in Shanghai China, was a key highlight for Barry Callebaut in 2022. Pic: Barry Callebaut
After making key investments over more than four decades, Barry Callebaut has moved to rebrand its chocolate academies under the new moniker of Callebaut Chocolate Academy, reports Neill Barston.
According to a social media post from the major B2B supplier, the move was delivered in order to forge a fresh identity – which industry observers have asserted will result in a full rebrand for the business that has its financial headquarters in Switzerland, and production in Belgium.
Confectionery Production recently approached the business for comment as to whether the company intended to drop “Barry” from the Barry Callebaut name, which has been in existence since 1996, with the merger of Cacao Barry, and Zurich’s Callebaut chocolate business.
The business responded with a brief statement that ‘it had no plans’ to drop the Barry Callebaut name, though it conceded there had been a heightened focus on its Callebaut branding.
As our title previously reported on, the last global Barry Callebaut branded academy focused on chocolatier and chef training was opened just two years ago in New York, taking its total to 27 outlets, joining other sites as wide ranging as China, Dubai and multiple locations across Europe.
The reported success of the academies came amid notable growth for the business, but in the past 18 months, it has endured a turbulent period, in which its former CEO Peter Boone departed the company, and the firm has endured trading challenges amid comparatively high cocoa prices that peaked earlier this year at more than $12,000 on futures markets.
Furthermore, as we reported, the company has now looked to alternative forms of cocoa, such as forging a link with Zurich University, exploring possibilities for lab-grown supply sources.
Addressing its Barry Callebaut academy rebranding, a post on social media, the company wrote: “After over 50 years of inspiring and supporting chocolate creators, we’re evolving. As of today, we are moving forward with a fresh identity: Chocolate Academy is now Callebaut Chocolate Academy.
“This new name reflects our rich heritage, deep passion and commitment to excellence in chocolate craftsmanship, all proudly rooted in our Callebaut legacy. With this change, all our services are now unified under one umbrella, from inspiration and education to application and implementation. This will allow us to deliver a seamless and integrated experience to our customers worldwide.
“We continue to offer the same trusted courses, given by the same passionate experts and delivered in the one language that connects us all: the love for chocolate.”
