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Callebaut Reveals Secret of Sweet Sales Success

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Callebaut Reveals Secret of Sweet Sales Success

Callebaut Reveals Secret of Sweet Sales Success
July 19
06:34 2016

CIS Excellence Awards Patisserie Chef of the Year sponsor, Callebaut, has revealed the secrets to maximising sales of chocolate and sweet products.

Targeting millennials, producing handmade chocolate-inspired snacks and introducing formats which can be purchased now but enjoyed later are key to tapping into the £20bn food on-the-go market.

While convenience is the main driver across all demographics (44%), the findings reveal it is millennials (16-34-year- olds) who are fuelling the food-on-the-go market more than any other age group; over three quarters of consumers in this bracket pick up food on-the-go at least once a week, with 50% choosing a sweet option.

Robert Harrison, Sales Director, Callebaut, comments: ‘While traditionally this market has been the preserve of the takeaway outlet, the new research also suggests there is a gap emerging in the market for dine-in restaurants to gain some ground, with 65% of millennials saying they would take a dessert away with them from a restaurant to eat later if it was offered.

‘The food-to-go market is a huge opportunity for operators and one that is essential to get right. The sector comprises a quarter of all eating out spend out-of-home, and is growing at a rate of +5%.

‘The important thing to remember here is that dine-in restaurants can also develop desserts that will look and taste as good later on as when they were first purchased, and in packaging which allows them to be portable.

Caramel choc bar low

The research* also reveals the importance of chocolate as a key driver in purchasing snacks on-the-go, with 69% of female consumers wanting more healthy snacking options which incorporate chocolate.

Meanwhile, 61%  of consumers saying they prefer a handmade treat over a mass-produced bar or biscuit, and almost two-thirds of millennials said they would pay a premium for a handmade snack.

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Robert concludes: ‘Consumers want the same choice when they pick up their food on-the-go as they would have if they were sitting in a restaurant.

‘By focusing on more innovative snacks and desserts and tapping into that, operators can expand their repertoire and increase their profits.

‘In doing so, they can influence customers’ purchasing habits and encourage them to buy for several occasions, thereby increasing average spend.’

Attend Callebaut’s Food On-The-Go Masterclass!

To inspire chefs, Callebaut will be hosting a ‘Food On-The-Go Masterclass’ on 25th April 2016, in Birmingham. Beverley Dunkley, Head of Callebaut’s Chocolate Academy, will be demonstrating a range of innovative recipes and discussing how operators can increase on-the-go sales.

Visit and fill in the form which will be entered into a draw for an exclusive place at the event.

For over 100 years, Callebaut has been making chocolate to be proud of in the heart of Belgium. From cocoa bean to chocolate, Callebaut’s finest Belgian chocolates are produced with 100% Belgian craftsmanship, making it the chocolate of choice for confectioners, pastry chefs and chocolatiers all over the world.

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Catering Scotland

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