Joanna Cosgrove02.25.10
With accumulating evidence pointing toward the circulatory benefits of cocoa flavanols, global chocolate powerhouses, Mars Inc. and Barry Callebaut AG (of McLean, VA and Zurich, Switzerland, respectively), recently announced a joint cross-licensing and cooperation agreement that’s expected to increase the availability and uniform production of flavanol-rich chocolate products worldwide. The agreement is believed to be the beginning of a path leading to consistent standards for beneficial cocoa flavanol products.
Decades of research suggest cocoa flavanols can have a positive impact on circulatory health and related conditions, but manufacturers have struggled with consistency, reliable measurement methods and communication of the flavanol benefits and content of foods. Mars, the world’s largest retail chocolate manufacturer, sells seven of the world’s 20 best selling chocolate snacks. Barry Callebaut is a leading manufacturer of high-quality cocoa and chocolate products for the entire food industry. Under the terms of the partnership, Mars will tap into its pioneering scientific know-how in flavanol analytics, preservation and health benefits, while Barry Callebaut will work towards creating a commonly used standard for measuring useful flavanols in foods, broadening acceptance and availability of flavanol-containing products with guaranteed flavanol content.
Cocoa flavanol containing products can be a part of a healthy diet but the companies say simply having a higher percent cacao (or a “darker” chocolate) or claiming antioxidants as the main benefit of cocoa, misses the point and demonstrates the need for a means to measure and indicate adequate levels of flavanols consistent with recent scientific studies.
“While flavanols are naturally abundant in cocoa, unless you are specifically measuring and carefully handling a product throughout the manufacturing process, there is just no guarantee the product contains meaningful levels of the flavanols,” said Mary Wagner, general manager at Mars Botanical, a scientific unit of Mars Inc. dedicated to flavanol research and product development. “For nearly two decades, we’ve been studying the process of measuring and maximizing the retention of cocoa flavanols and uncovering their related health benefits, resulting in over 100 scientific publications and a broad patent portfolio. Over the last five years we have also sold products like CocoaVia, and continue to sell Dove Rich Dark Chocolate, both high in flavanol content. This agreement with Barry Callebaut will now guarantee reliable flavanol levels in more cocoa and chocolate products around the globe.”
Mars Botanical was also behind the recent launch of CirkuHealth in the U.S. CirkuHealth is a cocoa extract-based dietary supplement that the company bills as a “revolutionary new way to help maintain healthy circulation.” The product is sold in 30 calorie stick packs that are taken once per day, mixed into eight fluid ounces of cold or hot milk or coffee. The product can also be mixed into yogurt, hot cereal and protein shakes.
This month, Barry Callebaut AG began licensing Mars patents and will display the Mars Cocoapro “bean in hand” logo on its Acticoa products in the U.S. and other markets with an assured consistently high level of cocoa flavanol content.
“Acticoa chocolate has been on the European market for nearly five years and this new cooperation will allow us to even better serve our customers worldwide, in particular also in the U.S. This agreement is an important step in making chocolate alternatives with clear flavanol levels available to a much broader audience, around the world. We're excited to embark on this journey with Mars, Incorporated,” said Hans Vriens, chief innovation officer at Barry Callebaut. “Based on years of our own clinical studies, we know cocoa flavanols offer a potentially substantial health benefit, and we know consumers are increasingly seeking healthier products that offer added value. We can all gain through a consistent method to assure consumers that we're delivering these important compounds in our products, and through an aligned way in which we communicate these levels.”
Both companies have agreed to cooperate in promoting flavanol-rich chocolate products with a guaranteed level of flavanols inside. Over the next few months, both companies will be updating their science and marketing communications as well as their websites to reflect the implications of this new cooperation.
