Gudrun Launches New Chocolate Treat Based on Upcycling 

Gudrun, a reference in the development, production, packaging, and trading of authentic Belgian chocolates and truffles, is launching an innovative product that has been developed entirely in accordance with the principles of upcycling. Not only does it recover ingredients that would otherwise end up in the waste stream, Gudrun’s chef-chocolatiers also ensure the delicacy has a unique taste. 

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. 

Cacaofruit Bites was developed entirely in accordance with the principle of upcycling. This concept 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. 

“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,” said Sofie De Lathouwer, CEO Gudrun. “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.” 

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.