Chocolate at its best: Gudrun launches revolutionary treat based on upcycling |
Exclusive Belgian chocolate product Cacaofruit Bites blends unique taste with sustainability |
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Lier, November 28, 2023 – Gudrun, a reference in the development, production, packaging, and commercialization of authentic Belgian chocolates and truffles, introduces a new concept in the world of chocolate. The company located near Antwerp (Belgium) is launching an innovative product that has been developed entirely in accordance to the principle of upcycling. Not only does it recover ingredients that would otherwise end up in the waste stream, Gudrun’s chef-chocolatiers also ensured the delicacy has a unique taste. With this innovation, the company is calling on suppliers and retailers to work together and do more in the field of sustainability.
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Gudrun has been synonymous with quality Belgian chocolates and truffles since 1942. What once began in a pastry shop in Lier is today a premium private label producer making 4,000 tons of chocolate every year. One thing has not changed over time: all chocolate still originate from a local kitchen.
With deep respect for its craftmanship, people and planet, Gudrun is constantly looking for ways to innovate and take more responsibility when it comes to sustainability. Last year, in honor of its 80th anniversary, Gudrun signed the Beyond Chocolate charter. This initiative brings together chocolate professionals in Belgium and promotes sustainable chocolate. Meanwhile, Gudrun has developed a roadmap through which it intends to work toward the United Nations Sustainable Development Goals (SDGs). Cacaofruit Bites, the company’s latest innovation, provides the icing on the (chocolate) cake.
A pioneer in chocolate
Gudrun has always put great effort into reducing waste streams. With the brand new Cacaofruit Bites, the company is going one step further. The product was developed entirely in accordance with the principle of upcycling. This concept – not to be confused with recycling – converts side streams into value streams. In other words, upcycling upgrades materials normally treated as waste and turns them into valuable ingredients.
For this new creation, Gudrun’s chef-chocolatiers worked with the cacaofruit. Traditionally, chocolate producers use only 30% of that fruit, more specifically the beans inside the fruit. Around these beans is a white pulp that is also edible and can even add a delicious flavor. The Gudrun chefs used that ingredient to prepare the filling of the new delicacy. This makes the product stand out with a unique taste similar to that of the highest quality chocolates on the market.
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Sofie De Lathouwer, CEO Gudrun: “With our new Cacaofruit Bites, we have created a top-notch Belgian chocolate product that not only offers a taste explosion, but also takes the sustainable nature of our company to the next level. There is a reason why our slogan is ‘chocolates, we take it personally’. This product also shows that we hear our younger target groups who are rightly sounding the alarm and are very conscious about the future of the planet. If we want to continue to enjoy chocolates, we have to find ways to treat the planet with more respect. Our Cacaofruit Bites proves that innovation, taste, and sustainability can go perfectly together.”
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Work in progress
The new product can even be seen as an innovation for the entire food industry. According to a survey among 1,000 consumers in Gudrun’s home country Belgium, only 18.4% know what upcycling means, while 55.2% have never heard of the concept. Younger generations, however, are more aware of upcycling: 29.8% of all respondents under 34 know what it means.
Of those who are familiar with upcycling, most associate the idea with furniture and clothing. Only 12% think of food. Lack of knowledge is also the main reason why people say they never buy an upcycled product. Other reasons include concerns about hygiene and safety, and the mistaken belief that these products are of inferior quality. Gudrun’s Cacaofruit Bites proves otherwise, but there clearly is still work to be done when it comes to communication and lowering the barrier for other food companies.
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Flanders’ FOOD: Paving the Way to a Zero-Waste Future for the Flemish Food Industry
In order to sustainably manage resources, Flanders’ FOOD adopts the zero-waste principle, ensuring that no raw materials go to waste. "This principle requires a shift in the mindset of both food companies and consumers, as the latter often associates by-products with waste or inferior raw materials, which is not the case when correctly applied," explains Gus Verhaeghe, Innovation Manager at Flanders’ FOOD. "This spearhead cluster for the Flemish agri-food industry is developing a strategic research and innovation agenda to better utilize by-products in the Flemish agri-food industry. "The goal is to achieve a more efficient agri-food chain over the next ten years through a series of research and innovation projects, optimizing the use of by-products and considering the cascade of value preservation, as well as economic and logistical feasibility," concludes Verhaeghe."
Trend watcher: sustainability is not about consuming less
It is about innovating differently. Tom Palmaerts, trend watcher at Trendwolves explains: "Generation Z is often told that 'less' is the future: less meat, less travel, less buying. However, innovation teaches us that the future is not about less, but about 'different'. Upcycling shows that different is not only feasible, but also positive. Upcycling not only inspires young people in their pursuit of sustainability, but also offers a hopeful image of the future. A future that is not about less, but about a smart, innovative way of consuming and producing."
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Presskit
You can access the presskit (with more visuals and background information) via THIS link. The presskit will be updated in the coming days with footage from at the event itself. |
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Chiara de Liso
Junior PR Consultant
+32 52 55 33 26
chiara@allcolorsofcommunication.com |
| Sofie De Lathouwer
CEO of Gudrun Group sofie.delathouwer@chocolates.be |
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About Gudrun Group
The Gudrun Group is a world leader in the development, production, packaging, and commercialization of authentic Belgian chocolates and truffles. The company has a long history and was founded in 1942, when Jozef De Bruyne, a confectioner from Lier, decided to market Belgian chocolates. Thanks to his sense of taste and refinement, his creations were enjoyed by all. In 1974, Gudrun went international. Today, the chocolate company produces some 360 million pralines and truffles a year, tasted with great relish all over the world.
Gudrun offers solutions for retail, out of home, and B2B markets. Products are available under its own brands Gudrun, Chocolissimo, Miss Gavarny, and Grand Belgian Specialties; or under a private label. For example, Gudrun Group also sells personalized and corporate gifts online at www.chocolissimo.com. For more information: www.gudrungroup.be.
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