After a successful global launch in 2021, Barry Callebaut announced the Middle East launch of WHOLEFRUIT chocolate, a new type of chocolate under the Cacao Barry franchise, created especially for artisans and chefs.

WHOLEFRUIT Chocolate boasts a delicious, fresh and fruity taste, with 40 percent less sugar than the most popular dark chocolates and is made from 100 percent pure cacao fruit. WHOLEFRUIT’s natural acidity and fruity notes, reminiscent of exotic fruits, makes it a powerful chocolate without comparison with what is available on the market today. For the first time, consumers can enjoy all the flavors and natural freshness of the cacao fruit.

In 2019, Barry Callebaut brought together 30 pastry chefs and chocolate makers from around the world to explore the perfect expression of WHOLEFRUIT Chocolate. After several months, the first expression of a unique couverture chocolate made from 100 percent pure cacao fruit, known as WHOLEFRUIT Evocao™, was developed.

Hosted at the Chocolate Academy™, the launch event gathered together industry veterans and chocolate enthusiasts to experience the true essence of WHOLEFRUIT Chocolate as part of an exclusive affair of the senses.

Guests were welcomed to indulge in a slew of signature creations by five popular chefs including Romain Cornu, Abel Vieilleville, Dilip Kumara, Romain Castet and Charles Azar. Each chef showcased their artistic fervor and unique pairing notes— bringing out the full potential of WHOLEFRUIT Chocolate.

At the event, attendees were also taken on a VR trip to Ecuador’s cocoa farms and enjoyed immersive experience zones that were curated to spotlight the various elements of WHOLEFRUIT Chocolate.

Chef Romain Renard, head of the Chocolate Academy™ center Dubai, said: “It takes a change of perspective on centuries of chocolate making to realize that 100 percent of what is in the cacao fruit is all that is needed to make a great chocolate. The simplest concepts are the most powerful ones, and the most difficult ones to achieve! We are proud to present WHOLEFRUIT Chocolate: Evocao™, designed by and for chef artisans. Through this new product, we are staying true to our vision of creating long-term value and proving the fraternity a canvas to pair, experiment and come up with delightful creations that can cater to our diverse customer base.”

Amine Mebrouki, general manager MENA of Cacao Barry, said: “After making waves globally with the launch of the WHOLEFRUIT Chocolate last year, we are pleased to bring this innovative product to the Middle East market. Innovation is the backbone of our organization and by leveraging the knowledge we possess; we have unveiled yet another groundbreaking offering that will aid the creative journey of artisans and chefs alike.”

Maurice Feghali, CEO of EMF Middle East, said: ” We are very proud to offer the gastronomy sector a new vision of chocolate that meets current needs. In the Middle East region, WholeFruit Evocao™️ chocolate is now available for professional artisans in the UAE via the EMF Emirates network. Later this year, we will progressively plan to extend the distribution to other parts of the Middle East region.”

The product has been an instant hit in the chef community and recently bagged “Best Artisan Product” at the World Food Innovation Awards for its strong proposition.

WHOLEFRUIT Evocao™ intends to be the first chocolate worldwide that qualifies for the Upcycled Certified mark, which will be implemented this year in the United States by the Upcycled Food Association. This helps consumers make conscious choices and have a positive impact on the environment.

Additionally, Cacao Barry partnered with Cabosse Naturals, which upcycles the delicious pulp and peel into a range of 100 percent pure cacao fruit ingredients. Cabosse Naturals collaborates closely with local cacao fruit farming communities in Ecuador, who are part of the Cocoa Horizons sustainability program, to source the highest quality fruits. Through this collaboration, the time between harvesting and processing the fresh cacao fruit into delicious ingredients has been shortened to no more than five hours. Freshly harvested cacao fruit is essential to preserve the delicious fresh fruity taste and nutrients of the fruits that distinguish WHOLEFRUIT Chocolate.