Gudrun launches revolutionary treat based on upcycling
Image: Gudrun
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.
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.
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.
