Dazzling bright white chocolate destined to be a big hit on Instagram is the new brainchild of Cargill, drawing inspiration from the adage that “you eat with your eyes”. The new “whiter than white” chocolate line has been created to help transform sweet treats into real eye-catchers with added visual intensity.

To achieve the extraordinarily white color, Cargill engineers first carefully seleced ingredients and used patented, proprietary processes to lighten the color profile. However, the company is not revealing exactly what makes this new white chocolate whiter than the traditional white. 

Historically, white chocolate was actually cream-colored chocolate. A Cargill commissioned consumer test shows nearly 20% of consumers identify visual appeal as a critical factor influencing their choice to purchase and 92% voted “bright white” as noticeably whiter than other white chocolate on the market.

Speaking to FoodIngredientsFirst, Cathrin Simon, commercial marketing manager, Cargill Cocoa and Chocolate, says consumer research suggests visual appearance is essential for confectionery products like pralines. 

“We found nearly six in ten consumers ranked visual appeal as one of the top three factors in their purchase decisions. Similarly, color and appearance have significant influences on bakery and ice cream purchases,” Simon details.The chocolate is ideal for enrobing and decorating. (Credit: Cargill)

Visual appeal tops confectionery charts
For bakery, every second consumer finds visual appeal necessary and four out of ten even specify color as a key factor in their decision-making process.

“The ice cream category is strongly driven by visual impact as well, regardless of the product type. from stick bars to pints, roughly every second consumer places significant importance on visual appearance,” Simon explains.

Cargill’s chocolate engineers recommend that “bright white” stands out more against dough, ice cream, or pudding colored intensely dark with cocoa powder.

The growth potential of “bright white” is significant as Cargill has a global presence, specifically in the dynamic markets of the US and Asia. The company’s recent survey revealed most US consumers indulge in a chocolate-flavored treat every day as a mood lifter or energy booster.

Asia-Pacific is a significant emerging cocoa and chocolate market wher Cargill can diversify its product portfolio and R&D competencies. The company identified the region as being ideal for supporting product developments and business growth.

Patents on white color pigment
The clarity of the white pigment has been achieved through patented, proprietary processes to lighten the color profile. Specific production processes are in place to maintain the chocolate’s color as well.

While “bright white” was created for visual appeal, its flavor profile is advanced - a rounded taste with subtle vanilla flavor and a luxurious texture. It contains no artificial ingredients. The chocolate is ideal for enrobing and decorating and can be used in bakery, cereal, confectionery and dairy applications. 

Matthieu Rouvillain, senior R&D manager at Cargill Cocoa & Chocolate says: “Our new bright white chocolate reimagines what is possible with a whiter-than-white recipe that truly dazzles.”

The chocolate aligns with other consumer trends using Rainforest Alliance Certified cocoa beans and is clean label containing no extra or artificial ingredients.

“Bright white” is available as solid or liquid chocolate and easy-melt formulas. Through Cargill’s Smet decorations group, clients can turn the bright white chocolate into various solid shapes for use in decorations or specialty inclusions.