Barry Callebaut Beverages has taken this process a step further. The world-renowned beverage specialist has developed a chocolate drink containing 50 per cent less sugar than in traditional recipes. At the same time this chocolate-flavoured drink contains around 24 per cent in cocoa powder, as compared to the UK market average of just 9-15 per cent.

"It is," emphasises Martyn Herriott, "an excellent drink which keeps its chocolate flavour label while offering a more intense taste." The latest trends in chocolate consumption and particularly for chocolate bars reveal a growing demand for dark chocolate products with a strong flavour. This new product is offered under the Van Houten® label which has become one of the references for chocolate drinks, and superior beverages in general.

"It sends a clear brand message to customers," says Martyn, "a group of quality-demanding consumers, ready to maximise their pleasure thanks to the intensity of the cocoa, while also enjoying the slimming message of less sugar.

"In addition, although women and senior citizens make up the growing population sector which favours ‘light products', such products could also be offered to children and, in due course, this could help re-position vending machines in schools."

Although vegetable soups and teas are today seen as responses to the challenge of a healthier and more balanced diets, their chocolate-flavoured counterparts risk being confined to the indulgence corner. Van Houten, through this new generation of chocolate-flavoured drinks, gently mixes pleasure and the indulgence image. The launch is supported by a visual clearly showing the cocoa content on the label together with the reduction in sugar content. Professionals will be offered the choice of announcing the presence of this new vending machine beverage with stickers and labels for the machine menus.

http://www.barry-callebaut.com/

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