The COVID-19 infected months of 2020 changed lives, ways of living, and, to this day, influences how we face the future. However, even amid all that turmoil, one simple act did provide some solace - snacking. Those few minutes when individuals could try to forget everything around them and just savour.
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This is where chocolates come in. “With people being cooped up at home over months, a prominent trend we witnessed was home baking,” says Anuj Pachauri, Marketing Manager at Barry Callebaut, the organiser of World Chocolate Masters. “Another effect of the pandemic was the increase in snacking. Several industry stats point towards a significant surge in mid-meal snacking with chocolate being the top choice. It is no secret that chocolate contains antioxidant properties and are often considered mood enhancers—so it is not surprising that it was preferred by so many.”
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That indulgence for the chocolate will remain in place even people everywhere put more distance with what they did in 2020. This is where the World Chocolate Masters has a part to play. The competition, to be held in October 2022, gives a chance for chefs - and all associated businesses with a stake in the chocolate industry - to work on the next big themes.
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First, seven master chefs from the Middle East will compete for a place in the October 2022 finals. A winner will be picked from among them and who will then take his or her place among the 20 other finalists for the world title.
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But can chocolatiers still hope to keep consumers interested in snacking into their sweet indulgence? Will 2020 then prove an exception? “There was already a shift in consumption patterns, where consumers were more aware of their choice,” says Pachauri. “More customers are becoming health and sustainability conscious. We see trends like healthy indulgence, plant-based, trace-to-source and good-for-all picking up in the Middle East.
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The chocolate industry can fit right into these changes. “Those who are active participants in this sector fully understand the importance of constantly innovating,” he added. “The industry way before the pandemic hit was working towards finding a balance between taste and goodness. With COVID-19 as a reality, the meaning of the balance is way more significant.”
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The World Chocolate Masters is billed as the “Formula 1” to spot the next big idea and talent in the category. “What you see in the competition will be in the counters of the best pastry and chocolate shops three to five years from now,” said Pachauri. “There were more than 10 million chocolate fans, professionals and market leaders who have watched and connected with us during last edition’s World Chocolate Masters. It is a truly unique experience viewed around the globe and an enriching chef’s journey among qualified peers.”
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Pachauri dismisses even the hint of any suggestion about the chocolate industry has already seen - and absorbed - all possible trends. “Whether it’s a luxury brand or even the most affordable chocolate at the supermarket, you will see that brands are always improving their offerings or introducing new products altogether,” he said. “One key creation, which is a first in 80 years, was the Ruby chocolate. We can see Ruby present across different segments like confectionery, bakery, hotels and cafés and delighting chocolate lovers in their favourite sweet moments.”
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For Dubai’s F&B industry and chocolate aficionados, “The announcement of the second season of World Chocolate Masters’ regional competition in Dubai is a timely addition to the already reviving culinary scene in the Middle East.” Amine Mebrouki, General Manager for MENA, said. “The region has established itself as a leading culinary destination with herds of talented chefs and culinary enthusiasts excelling in their respective areas. As a brand and concept, both Cacao Barry and World Chocolate Masters wishes to inspire these chefs and tear down the walls between different nations and cultures.”
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It has to be said, there’s nothing like a chocolate treat to make that happen.
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