Leading bakery ingredient supplier Puratos USA has announced the opening of a sweet goods experience room at its US headquarters in Pennsauken, New Jersey.

Centrally located in the lobby, the redesigned space showcases the stories and innovations behind the company’s patisserie and chocolate portfolios through an immersive exhibit-style experience. The open-air lounge concept welcomes visitors via a self-guided digital tour of each dedicated area.

In the Greenhouse, visitors can learn about Puratos’ commitment to sustainable and plant-based food with interactive displays, museum-quality pieces and a live moss wall. An entire wall is dedicated to the company’s Cacao-Trace sustainable cocoa program, which helps cocoa farmers increase revenues through superior cocoa and mastery of the fermentation process. The Story Wall encourages guests to write their favorite sweet goods story and take selfies against a hand-drawn mural.

The space also houses multiple sensory experiences, including VR goggles, a chocolate aroma station and Nourish Café, where visitors can enjoy single origin coffee and local kombucha paired with seasonal tasting flights of on-trend treats crafted by Puratos chefs. The goal is for visitors to “experience the future of sweet goods.”

“Puratos is unique among competitors for its combined expertise in chocolate and sweet goods,” says Jessica Blondeel, product director at Puratos. “Uniting these categories is a natural way to maximize synergies. Whether it’s a chocolate bar, muffin, brownie or donut, we believe that every creation has a story to tell. And the experience room is where all of these stories come to life.”

The redesign comes roughly one year after Puratos US announced its mission to reinvent indulgence with a campaign focused on finished goods using real ingredients, responsible sources and re-imagined textures.

“Whether by offering healthier, more sustainable ingredients or by adding a creative twist to American dessert classics, we hope it inspires customers and consumers to rethink indulgence,” says Blondeel.