Nestle’s ‘haute couture’ of the chocolate world

Nestle launches bespoke luxury chocolate bonbons

In a move signaling the growing trend towards personalized sweets (look at previous products made by Chocri, Chocomize, M&M), chocolate giant Nestlé has created a brand of luxury, bespoke chocolates that cater to consumers’ individual tastes and delivers the customized box within 48 hours. Nestlé is billing its latest collection as the ‘haute couture‘ of the chocolate world, elevating the confectionery to the same level of sophistication as another premium product.

The new brand will be sold under Maison Cailler and begins with a chocolate tasting where consumers rate their preferred flavors in an online questionnaire. Within 48 hours, they’ll receive a luxury box-set of chocolate bonbons that have been selected according to their preferences.

Maison Cailler is a response to the changing times we live in. People are looking for more personalized products and services, and they are increasingly purchasing these online, ” said Cédric Lacroix, director of Nestlé’s Chocolate Centre of Excellence in Switzerland. Maison Cailler will launch at the beginning of 2012. The service will initially only be available in Switzerland and Liechtenstein.

“Chocolate has certain attributes that people distinguish in different ways. It is like tasting wine,” Lacroix explains.
The concept stems from another emerging trend in the world of fine chocolates: chocolate tastings. Much like wine tastings, chocolate tastings are being conducted in high-end chocolatier boutiques as well as in the homes of devout chocoholics, and involve savoring and analyzing quality bars to determine preferences, flavors and provenance.