In the 1970s, carob never stood a chance.
Native to the Mediterranean and Middle East, carob made its first big splash in the U.S. as a “healthier” chocolate alternative in the 1970s. It didn’t go well for carob.1 To replace the caffeinated, not-sweet-enough cacao, carob was made into all sorts of items, including carob chips for cookies, hot carob to drink, carob brownies and fudge, and carob frosting. However, as stated by Elizabeth Moskow in a 2019 Food Business News article, “When you’re comparing anything to chocolate, it’s going to fail.”2 Thus, in an unsurprising turn of events, the public did not care for carob replacing their chocolate, and carob fell by the wayside with a new reputation for being unappealing.
There was a time when carob was expected to be a profitable crop and was planted extensively in the southwestern U.S. While the trees thrived there and produced plentiful pods that were used occasionally as fodder for calves and chickens, the market for carob to be consumed by humans was a flop.1 Now, foodies are taking their chances on carob again as it is once again fitting food industry trends.
Carob fits the niche for several current food trends.3 Carob powder is made from the sweet pulp of the pods of carob trees, also known as locust bean pods. The pulp is dried and crushed to form a powder. The resultant powder has many attractive nutrition qualities:2,4
- Naturally sweet
- High in fiber
- Caffeine-free
- Less bitter than chocolate
- High in calcium, which is unusual for plant products
- Contains hydroxyproline, an amino acid critical in collagen production
- Contains iron
- High in antioxidants
Given the current popularity of collagen from bone broth, this positions carob well for growth and use in food products. Further, the vegan and sustainable aspects of the powder are a selling point for similarly-minded consumers. Carob trees are easy to grow and require a relatively small amount of water in order to thrive and produce pods.2
When and how to use carob is the remaining inquiry. Given that the global market is expected to be $69.8 million by 2027 and has a CAGR of 5.0%, it would seem there are myriad possibilities to incorporate carob into food product formulations.5 Although carob chips lack the “melty” quality of chocolate chips, the nutty and sweet flavor is still desirable as a fraction of the total chocolate chip quantity in a recipe such as cookies or bars. Carob powder could be added for flavor and an extra nutrition boost to muffins, smoothie mix, pancakes, brownies, pudding, and many other similar foods. The key, though, is to not expect carob to replace chocolate. It is best used with chocolate, rather than in place of it.
Recommended Reading
- How Carob Traumatized a Generation
- What We’ll be Eating in 2021, According to Robots
- Eight Culinary Trends to Watch, from Carob and Copaiba to the ‘Climatarian’ Diet
- What Exactly Is Carob Anyway?
- Carob Powder Market Size Worth $69.8 Million by 2027
The views, opinions and technical analyses presented here are those of the author or advertiser, and are not necessarily those of ULProspector.com or UL Solutions. The appearance of this content in the UL Prospector Knowledge Center does not constitute an endorsement by UL Solutions or its affiliates.
All content is subject to copyright and may not be reproduced without prior authorization from UL Solutions or the content author.
The content has been made available for informational and educational purposes only. While the editors of this site may verify the accuracy of its content from time to time, we assume no responsibility for errors made by the author, editorial staff or any other contributor.
UL Solutions does not make any representations or warranties with respect to the accuracy, applicability, fitness or completeness of the content. UL Solutions does not warrant the performance, effectiveness or applicability of sites listed or linked to in any content.
Leave a Reply or Comment