Michel Cluizel opens Chocolatrium in New Jersey

I thought this press release might be of interest.

This year, Michel Cluizel has decided to unveil the secrets of chocolate and open his facilities to the public. After the French Chocolatrium opened a few years ago in Normandy, it was high time to offer this opportunity to American chocolate lovers. Based in West Berlin (NJ), the Museum, outlet store and café create a chocolate environment for the delight of all.

Michel Cluizel is one of the few Cacaoféviers (processing beans into chocolate) in the world. For more than 15 years, Michel Cluizel Premium chocolate has been sold in the USA. In August 2004, Michel Cluizel opened Noble Ingredients, the American branch of the company now based in West Berlin (NJ). A Kosher Parve (OU certified) line of chocolate and pastries locally produced was launched last year to answer a growing demand. Eager to share his vast knowledge and his love of chocolate, the Chocolatrium is Michel Cluizel’s latest project for U.S. chocolate lovers.

The Museum, created as a 3-step exhibition, is an initiation to chocolate making. Visitors start by getting acquainted with Michel Cluizel’s family-owned company through a panel gallery and learn about the amazing history of chocolate from Aztecs to Europeans. Within the Gallery, a surprise welcomes visitors: behind a big rectangular window the Pastry Chef is working, cooking, baking to create pastries and chocolate right before your eyes.

Now aware of the history of chocolate, visitors go into the creation of chocolate “From Beans to Bars.” From the harvesting to the pressing and the conching, they experience every step of this marvelous transformation through a series of explanations, but most of all by tasting, touching and looking at the machines. Cocoa beans are roasted, and crushed, cocoa paste is pressed and mixed.

Last but not least, the tasting. Loving chocolate is necessary but not enough to be considered as a chocolate connoisseur! Learning to taste chocolate, discover its flavors, its first and second hints, its texture by letting the chocolate melt slowly on one’s tongue, is the last step of this chocolate initiation. The “Premiers Crus de Plantation” (“Single Estate Chocolate”) coming from all over the world amaze by their differences and the richness of their flavors of olives, exotic fruits or caramel.

A family-friendly museum, the exhibition is created as an interactive visit for adults as well as for children. All 5 senses are required to fully experience this initiation: looking at the process, touching the pods, listening to explanations, recognizing the smell of cocoa, tasting the chocolates. Fun activity booklets designed according to children’s ages are available on request to accompany them through this journey.

Thought of as the epitome of the initiatory route of chocolate making, the Café is open to visitors and others to discover more flavors from Michel Cluizel. The hot beverage of the typically French Café Gourmand and Chocolat Gourmand reveal the delicacy of flavors of assorted chocolate truffles. Those more turned on by cakes and pastries are seduced by the warm chocolate or hazelnut cakes whose melted heart makes theirs melt.

After the Store on the Fifth Avenue in New York, a new one is now opened as the last part of this Chocolatrium. Michel Cluizel’s selection of handcrafted French Pastries as well as chocolate creations is presented at Outlet Prices. Macaroons, éclairs, Opéra, chocolate bars from around the world, and a rotating weekly selection of products are now available–perfect for Thanksgiving and Holiday presents!

Opening Hours start on Friday, November 16.
Museum – Group appointment
Store – Order by phone and come and pick it up (all products featured on their website)
Private events are now available!

For more information, contact
Chocolatrium.us
marketing@noble-ingredientscom
575 N, 73 Route, Building D,
West Berlin, 08091, NJ
Ph: (856) 486-9292

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