The First Indonesian Dedicated Couverture Chocolate Brand

In the 2000s, the concept couverture chocolate is rather new for most of Indonesians who are more accustomed to compound chocolate. In countries with strong food standard regulation, especially European countries, the word “real chocolate” must contain cocoa solid and cocoa butter, the latter has unique properties to melt in body temperature. 


Based on the data for the past 2 years, the growth of chocolate consumption in Europe and USA have been declining or flat, on the contrary, Asian market showed significant progress, especially in China, India, and Indonesia. As a respond to the interesting phenomenon, with its experience of over 25 years producing chocolate, PT. Freyabadi Indotama, along with technology from Fuji Oil, is reintroducing its new range of couverture chocolate brand under the name of Embassy Chocolate in 2018. The presence of Embassy Chocolate indicates that Asian market in general, especially Indonesia, is ready to step to the next level of pastry development by using couverture chocolate.


Consistency & Partnership

At the moment, even though the world is fascinated by the concept of single origin that offers distinctive taste and aroma of a region, Embassy Chocolate chooses to pick different approach. Embassy Chocolate regards the blend concept is far more consistent, from the perspective of product’s quality, supply continuality, to the price stability, which mean good for your business. If you don’t believe us, just ask your local barista or coffee shop owner about the inconsistency of single origin. The consistency issue is a breath of fresh air in the middle of the prediction of cacao tree extinction that will happen in 2050 due to disease and climate change.


With our history of chocolate, the experience and passion have built up a lot of good relationships with our customers. Baring this in mind, we feel this is our strength and we must take it to the next level by introducing this range of couvertures. “The biggest mistake in foodservice business happens when the salesmen just merely taking orders from clients. We prefer to discuss about the latest chocolate trends and introduce them to our clients,” explained Louis Tanuhadi, The Embassy of Chocolate.

Furthermore, Louis is illuminating the meaning behind the name “Embassy Chocolate”. “We have been known for our quality and consistency. The Embassy range still hopes to fulfill this legacy, as we’ve been known in the Indonesian context, we also want to highlight our strength to an international audience”.

At the moment, Embassy Chocolate is offering 6 products, from dark chocolate lines: The Continental Blend (75%), The Oceanic Blend (65%), The Equatorial Blend (56%), dark chocolate chips Torres (51%), to its milk chocolate Azalea (34%), and white chocolate Zen (33%). Of course, not everyone is familiar in working with couverture chocolate, therefore Embassy Chocolate also has its own training facility, Chocolate School that’s located in Altira Business Park, blok F-G 12-15 Utara Kav. 85, Sunter, Jakarta Utara.


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Di tahun 2000an, konsep cokelat couverture merupakan hal baru untuk kebanyakan orang Indonesia yang terbiasa menggunakan cokelat compound. Di negara dengan regulasi soal pangan yang ketat, terutama negara-negara Eropa, istilah “real chocolate” harus mengandung unsur cocoa solid dan cocoa butter. Cocoa butter memiliki karakter unik yang bisa meleleh dalam suhu tubuh.

Berdasarkan data 2 tahun terakhir, pertumbuhan konsumsi cokelat di Eropa dan Amerika cenderung menurun atau flat, sementara di sisi lain, pasar Asia menunjukkan perkembangan signifikan, terutama di Cina, India dan Indonesia. Sebagai respon dari fenomena menarik ini, dengan pengalaman lebih dari 25 tahun memproduksi  cokelat, PT. Freyabadi Indotama, bersama dengan teknologi dari Fuji Oil, memperkenalkan kembali lini produk cokelat couverture dengan nama Embassy Chocolate di 2018. Kehadiran Embassy Chocolate mengindikasikan bahwa masyarakat Asia secara umum, terutama Indonesia, telah siap untuk perkembangan pastry ke tingkat selanjutnya melalui cokelat couverture.


Konsistensi & Kemitraan

Meski saat ini dunia sedang mengagungkan konsep single origin yang menawarkan keunikan rasa dan aroma yang khas suatu daerah, Embassy Chocolate justru mengambil pendekatan sebaliknya. Embassy Chocolate melihat konsep blend jauh lebih konsisten, baik dari sisi kualitas, kelangsungan supply, hingga kestabilan harga, tentu ini artinya baik untuk bisnis Anda. Jika Anda tidak percaya, silahkan tanya saja barista atau pemilik coffee shop langganan Anda soal inkonsistensi single origin. Konsistensi ini juga merupakan kabar baik di tengah prediksi punahnya pohon kakao di 2050 karena wabah penyakit dan efek perubahan cuaca.

Dengan sejarah panjang menangani cokelat, pengalaman dan passion kami telah membangun hubungan baik dengan para pelanggan. Dengan hal ini, kami merasa inilah kekuatan kami dan kami harus meningkatkannya lagi dengan cara memperkenalkan lini cokelat couverture. “Kesalahan terbesar dalam bisnis foodservice terjadi ketika bagian sales hanya sekedar menjadi tukang catat pesanan klien. Kami lebih suka untuk berbicara mengenai tren cokelat terbaru dan memperkenalkannya pada klien kami,” jelas Louis Tanuhadi, The Embassy of Chocolate.

Lebih jauh lagi, Louis menjelaskan soal nama “Embassy Chocolate”. “Kami telah dikenal dengan kualitas dan konsistensi. Lini The Embassy tetap berharap untuk melanjutkannya, seperti halnya kami telah dikenal di Indonesia, kami juga ingin memperkenalkan keunggulan kami pada pasar internasional”.


Saat ini Embassy Chocolate memiliki 6 produk, mulai dari dark chocolate The Continental Blend (75%), The Oceanic Blend (65%), The Equatorial Blend (56%), dark chocolate chips Torres (51%), hingga milk chocolate Azalea (34%) dan white chocolate Zen (33%). Tentu, tidak semua orang familiar dengan aplikasi cokelat couverture, oleh sebab itu Embassy Chocolate juga memiliki fasilitas pelatihan, Chocolate School yang berlokasi di Altira Business Park, blok F-G 12-15 Utara Kav. 85, Sunter, Jakarta Utara



PT.Freyabadi Indotama

Altira Business Park, Blok F-G 12-15 Utara Kav. 85, Jl. Yos Sudarso, Jakarta 14240

Phone : +62 21 2188 2401, www.freyabadi.com

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