Barry Callebaut Revamps US Chocolate Brand Van Leer

Barry Callebaut Group unveiled its refined and reinforced brand Van Leer Chocolates with a new, distinctive identity and positioning. The reimagined Van Leer is their North American gourmet chocolate brand producing 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, according to a company press release.

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.

“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.”

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.