Barry Callebaut delivers revamp for US gourmet brand, Van Leer Chocolates

The Barry Callebaut group has revamped its US premium brand, Van Leer Chocolates, creating a new distinctive identity and market positioning for its luxury product series, writes Neill Barston

As the company explained to Confectionery Production, the reimagined  gourmet chocolate range specialises in producing simplicity and quality products with sustainable, responsible solutions for bakeries, confectioneries and ice cream.

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.

For over three generations, Van Leer Chocolate Corporation has used quality ingredients to craft a full range of high-quality chocolates that have a distinct North American appeal.  Established in 1949, L.K. Van Leer came to America from Holland with a dedication to make the finest chocolates and provide the very best service to his customers.

Today, part of the Barry Callebaut North America Family, Van Leer continues to live its American Dream with 150 years of chocolate making experience dedicated to support everyday inspirations. 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. The renewed and enriched gourmet chocolate brand provides consistent quality products from couvertures and chocolate, compounds and coatings, to chips, chunks and inclusions.

Through their sets of chocolate and cocoa-based products, Van Leer provides easy-to-use, reliable, convenient, and versatile products, domestically made in North America and tailored-solutions for all segments to help businesses grow every day. “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.”

Aligned with Barry Callebaut’s Forever Chocolate collective goals, Van Leer also announces their 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 labor from the supply chain, and help farmers out of poverty.



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