“Indulgence” probably brings to mind guilty pleasures like Halloween candy, glazed donuts or that chocolate bar you have stashed somewhere for a stressful day. But what if you could indulge and feel good about it? What if you could have your cake and eat it too? 

Pennsauken, NJ, February 25, 2021 – Puratos is on a mission to turn this dream into a reality. Today, they announced RE-invent Indulgence, their trailblazing approach for sweet goods focused on Real ingredients, Responsible choices and Re-imagined textures.

To support this ambition, Puratos has rolled out a range of products that challenge traditional notions of indulgence: real, clean label Topfil fruit fillings, a new Belcolade Sugar-Reduced Chocolate, a brand-new line of plant-based cake and brownie mixes and an innovative texture collection featuring Steamed Cake Donuts. These exciting new textures, better-for-you ingredients, and field-to-fork fruit fillings, sourced from local farmers prove that taste, health and care for people and planet can go hand in hand.

With 87% of US consumers reading ingredients labels[1], 36% following a plant-based diet[2], and 56% mentioning that food in retail is too sweet[3], “there has never been a better time to re-think the future of sweet goods”, says Jessica Blondeel, Sr. Product Manager of Patisserie at Puratos USA.

“RE-invent Indulgence is a groundbreaking way of bringing more fruit, more grains, less sugar and lighter textures into a category that has historically meant choosing between indulgence and health,” Blondeel added. “These ingredients break the ‘all or nothing’ convention. Bakers can still deliver the crave-able comfort food shoppers want – donuts, brownies, chocolate cake – but in a more responsible way.”

Already a leader in the industry when it comes to health and wellbeing, textures and sustainability, Puratos believes the unification of its strategy under “Re-invent Indulgence” will bring new life to the sweet goods category and accelerate bakers’ business with products their customers can feel good about.

While Puratos’ Cacao-Trace sustainable cocoa program has always focused on expert fermentation techniques to generate superior tasting chocolate for consumers and more income for farmers, their latest Cacao-Trace, non-GMO, 100% plant-based mixes are the first of their kind in the industry. Its unique Steamed Cake Donut mix is patented, and the new Topfil clean label fruit fillings offer a breath of fresh air for desserts that often contain lengthy ingredient lists most consumers don’t recognize.

With demand for trendy and exciting desserts showing no sign of fading, indulgence will remain key. But thanks to Puratos, indulgence will have never felt this good!

For more information on how you can RE-invent indulgence for your business, please visit https://www.puratos.us/reinventindulgence.

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About Puratos

Puratos is an international group, which offers a full range of innovative products, raw materials and application expertise for artisans, industry, retailers and food service customers in the bakery, patisserie, and chocolate sectors. Our headquarters are located on the outskirts of Brussels (Belgium), where the company was founded in 1919. Today, our products and services are available in over 100 countries around the world. In many cases, they are produced locally by our subsidiaries. Above all, we aim to be ‘reliable partners in innovation’ across the globe to help our customers deliver nutritious, tasty food to their local communities. For further information, visit www.puratos.com.

[1] “Taste Tomorrow Consumer Study”, Puratos, 2019

[2] “Vegan, Vegetarian and Flexitarians”, Packaged Facts, September 30, 2020

[3] “Consumer reviews for commercially available food products sold through an online retailer”, February 2019