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BARRY CALLEBAUT LAUNCHES ‘TREAT TOMORROW’

Treat tomorrow is an initiative by Barry Callebaut to offer partners an image-rich experience to excite and motivate them to find new innovative ways to participate in the nouveau healthy, and globally concerned zeitgeist. They have likened it to Netflix for their chocolate partners.

The site didn’t get off to a great start, however as the website crashed shortly after launch, apparently due to an enormous surge in demand as they launched crippled the system. The company stated:

We share your disappointment and sincerely apologise for any inconvenience. We are in the process of making all five mini-series available for on-demand access in the coming days.

We registered to be able to access the content, although our expectations were low after watching the trailers which were, frankly, terrible.

The actual content quality varies, although it’s all better than the trailers indicate. We started with the stream on Global Trends, which is conducted in an interview-style with a reasonable level of factual and informative content. Dirk Jacobs, Deputy Director-General of FoodDrink Europe answering questions on how the confectionary business should react to the emerging regulatory landscape.

Some other videos appeared heavily scripted and unfortunately disingenuous as a result, while others like the Accountab All video came across honest and educational.

When you do see companies proposing a quick fix, I think consumers should be a little bit suspicious – Aarti Kapoor 

The website is worth signing up to, although I hope the company finds their groove producing more genuine interactions and leaving behind the rehearsed ‘on message’ videos.

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