Van Leer Chocolates updates its branding and doubles down on sustainability

By Anthony Myers

- Last updated on GMT

The Van Leer gourmet chocolate brand provides products from couvertures and chocolate. Pic: Barry Callebaut
The Van Leer gourmet chocolate brand provides products from couvertures and chocolate. Pic: Barry Callebaut

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All-American chocolate brand Van Leer Chocolates, established in 1949 and now owned by the Barry Callebaut Group, has been relaunched with a distinctive identity and a stronger sustainability positioning.

The gourmet chocolatier offers simple solutions for bakeries, confectioneries, ice cream, and beverage makers.

The new branding of Van Leer also includes a new logo, and a set of tools and services that fully complements the Barry Callebaut Gourmet house of brands and makes Van Leer a reliable partner and a strong asset within the family at Barry Callebaut, a spokesperson said.

The rebranding of Van Leer was conducted by assessing Van Leer’s strengths and reframing the brand’s values to better adapt them to new market circumstances and opportunities.

This collective work allowed the team to create an updated and compelling story with a clear and distinctive voice. The new brand identity of Van Leer is segment-focused and for all basic and traditional applications in the bakery and pastry, confection, and ice cream segments​,” it said in a statement.

Aligned with Barry Callebaut’s Forever Chocolate collective goals, Van Leer has also announced its sustainability commitment and support for the Cocoa Horizons Foundation. All cocoa within Van Leer products is sourced from the Cocoa Horizons Foundation. The foundation aims to achieve bold metrics by 2025 and be deforestation free & carbon neutral, eradicate child labour from the supply chain, and help farmers out of poverty.

We’re so excited to reveal our rebranded North American line of chocolate and cocoa-based solutions​,” said Dimitri Fayard, Gourmet Brands Chef at the Chicago Chocolate Academy.

Designed to meet the needs of all segments of our business, Van Leer is a perfect balance between practicality and inspiration that fuels an industry dedicated to providing sweet chocolate moments for everyone. We look forward to showcasing the strength of our all-American brand as the U.S market discovers the reimagined Van Leer​.”

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