Barry Callebaut expands in China with Beijing chocolate academy

Barry Callebaut has inaugurated a new chocolate academy and office in Beijing to extend distribution to second-tier Chinese cities.

The chocolate academy is Barry Callebaut’s second in China – the only country with two such centres – and its 22^nd globally.

It will provide teaching and training for professionals who want to learn about new chocolate trends and recipes. More than 3,500 people have so far attended these events at the Shanghai chocolate academy.

Research from Euromonitor estimates that the chocolate confectionery category in China will expand from $2.8 billion in 2018 to around $3.9 billion by 2021. 

Ben De Schryver, president of Barry Callebaut Asia Pacific, said: “As a global leader in the chocolate industry, serving food manufacturers and professional users of chocolate, we are excited about the great growth potential of China. Domestic chocolate production is increasing, and we have experienced double-digit growth in China over the last four years.

“Our confidence in the future development of the chocolate market in China, together with the desire to better serve our Chinese customers, have prompted the expansion of our footprint and distribution network across China over the next few years.”

Barry Callebaut chose Shanghai for the global launch of ruby chocolate in 2017.

Last year, Barry Callebaut celebrated ten years since opening its Suzhou chocolate factory, which was relocated to Shanghai in 2010. In 2017, the firm chose Shanghai for the global launch of ruby chocolate.

George Zhang, managing director Barry Callebaut China, said, “Barry Callebaut is well recognised by food manufacturers and the artisanal community in China for our innovative, high-quality products and superior customer service. Over the years, we have built our presence in China through outsourcing agreements with a number of Chinese food manufacturers, and we have established a strong network of nationwide distribution and committed channel partners.

“Today’s opening of our new Beijing office and chocolate academy centre marks a new milestone in our successful growth in this country. China’s second-tier cities, where consumption is expected to increase exponentially in the coming years, are also key growth areas for us. We will continue to extend our reach in these cities through an extended distribution strategy.”