Building a Winning Assortment

Building a Winning Assortment

Large box of assorted chocolates open on a bench

Making sure your product selection hits all the right notes is a key factor to the success of your business. Carefully curated assortments offer customers an introduction to your products as well as a multi-sensory experience that will keep them coming back

Time to get inspired! 

Below, we’ve taken a closer look at some of the latest confectionery trends and how they can work together to help you create a complementary assortment of confections that highlights your strengths, speaks to your customers, and allows you to flex your creativity.


A "snowball" style chocolate-coated round marshmallow is cut in half to reveal an orange fruit filling and cookie base

Chocolate Academy by Barry Callebaut®

Nostalgia and Comfort

Childhood favorites continue to be popular, and it’s no wonder: nostalgia helps us cope with stress and unexpected situations, something we’ve seen a lot of lately.
Delight customers by exploring classic confections and flavors:

  • Caramel
  • Cookie Dough
  • Peanut Butter
  • Marshmallows


    Round and leaf-shaped chocolates with nuts and seeds in a natural brown paper-like bowl

    Chocolate Academy by Barry Callebaut®

    Healthy Indulgence

    83% of consumers believe that chocolate can be part of a healthy, balanced lifestyle*. Offer items that fit with your customer’s lifestyle goals - your attention to their values will create loyal fans.

    Man in foreground smells fruit held out by woman in background

    New Experiences

    75% of global consumers want to try new and exciting confections**. They want chocolates and candies that offer a multi-sensory experience. This is your opportunity to let your creativity shine with bold ideas that entice your customers. What are they looking for? 

    • Exotic Flavors
    • Unusual Combinations
    • Textures and Inclusions
    • Exciting looks: layers, colors, shapes
    Three ceramic spoons holding different spices, leafy herb in background

    Trendy Flavors

    While the latest popular flavor may be a flash-in-the-pan compared to enduring favorites, 25% of global consumers strongly agree they love trying limited editions and seasonal flavors***. So don’t be afraid to highlight the latest taste trends:

    • Citrus and Tropicals
    • Hot/Spicy
    • Nuts and Seeds
    • Florals
    Two women in candy/chocolate shop

    Explore your options and start small if that’s more within your comfort zone: upgrade nostalgic favorites with new textures or premium ingredients, try plant-based versions of items you know your customers already love, use nuts and seeds to add a healthy glow to colorful tablets. Try different flavor combinations and highlight them with a modern shape or pop of color. Seasonal specials are always a hit, and their availability is limited, so there’s no need to commit. Trying something new is fun not only for your customers but also for you and your staff, so don’t be afraid to mix it up with some on-trend ideas.

    * National Confectioner's Association: Getting to Know Chocolate Consumers, 2019

    **Barry Callebaut® proprietary study

    *** Innova Customer Survey 2019

    Build Your Own Assortment with Recipes from Chocolate Academy™ Chefs!

    More Trends to Explore