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Masters of Taste: Callebaut's Bold New Identity

Posted: 01 Oct 2025

Callebaut power brand – Keylink WP

Putting Taste at the Heart of Chocolate: Callebaut’s New Chapter

Callebaut, the Belgian chocolate brand trusted by chefs since 1911, has unveiled a bold new strategy: a single premium brand identity, a streamlined portfolio, and the launch of its Signature Collection of single origin chocolates.

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Simplifying for Chefs

Recognising the need for clarity and efficiency in busy kitchens, Callebaut has united its chocolates, powders, and decorations under one umbrella. This move simplifies sourcing and ensures chefs have a one-stop solution backed by aligned R&D, seasonal recipes, and the resources of the Callebaut Chocolate Academy™.

“Less complexity means more time for creativity,” says the brand. With one digital hub, one website, and one social voice, chefs now have direct access to inspiration, training, and product support.

The Rise of Single Origin

Premium chocolate is growing faster than mainstream, with the UK market forecast to rise at +4% annually, and single origin chocolate at +12% globally. Chefs are already driving this shift, using origin-specific couvertures for storytelling, pairing opportunities, and menu innovation.

Callebaut’s new Low Roasting™ process enhances these couvertures further, halving roasting time and preserving delicate notes for maximum flavour precision.

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The Signature Collection

The new collection offers chefs a palette of distinctive taste experiences:

  • Dark Botanical – floral and spicy notes from Ecuador, Ivory Coast, and Tanzania.
  • Dark Rustic – bold, rum-like profiles from São Tomé and the Philippines.
  • Dark Zestina – sweet-sour fruitiness from Madagascar, Peru, and the Dominican Republic.
  • Milk Velvet & Silky – smooth, nutty caramel tones from Ecuador and Ghana.

Each origin highlights the diversity of terroir, offering chefs unique tools for both classic desserts and modern applications.

More than Chocolate

Beyond couvertures, Callebaut has expanded its powders and decorations range, tapping into a growing consumer willingness to pay more for premium finishes. From crispearls™ and shavings to truffle shells and cups, decorations are proving to be a margin driver, with research showing decorated products can command up to 50% higher prices.

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Tools for Professionals

To help chefs make the most of the new portfolio, Callebaut has launched the Taste Wheel, a tool designed to simplify flavour selection and encourage creative exploration. Combined with training, events, and chef-led recipes at the Chocolate Academy™, the brand is cementing its role as an innovation partner.

Chocolate with Purpose

Single origin chocolate reflects not only flavour precision but also consumer values around sustainability and provenance. For chefs, it represents an opportunity to deliver indulgence with a story – connecting customers to origins while showcasing craft.

With its new identity and portfolio, Callebaut is positioning itself as the chef’s first choice for chocolate – from bean to bar, and from origin to plate.

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At Keylink, we’re so excited for this next phase of Callebaut’s journey, and we can’t wait to share these newly rebranded products with you as soon as stock arrives! Until our existing stock runs out, you’ll continue to receive your items in Cacao Barry and Mona Lisa packaging. Both versions will be shown on the product pages until the transition to Callebaut’s new branding is complete.