Bas Smit on reimagining chocolate as “healthy”

Bas Smit is the Chief Marketing and Innovation Officer at Barry Callebaut, the world’s leading B2B manufacturer of high-quality chocolate and cocoa products. In this role, Bas leads global innovation for product development and marketing strategies, expanding expectations within the chocolate industry. Bas works to align the company’s direction with consumer trends, sustainability, and emerging technologies to ensure Barry Callebaut continues to lead the industry.

Earlier in his career, Bas spent 17 years with Unilever in roles from sales to Senior Brand Development. Over time, Bas has grown passionate about sustainability, spearheading initiatives that promote responsible sourcing of cocoa and reducing environmental impact. Bas’s ability to blend business acumen with creativity has helped strengthen Barry Callebaut’s position as a leader in the chocolate world.

Learn more about Barry Callebaut