Barry Callebaut Group has unveiled a new identity and positioning for its Van Leer Chocolates brand.

Van Leer, Barry Callebaut’s gourmet, North American chocolate brand, offers sustainable, responsible and simple solutions for bakeries, confectioneries, ice cream and beverage makers. The new branding of Van Leer includes a new logo and a set of tools and services that fully complements the Barry Callebaut Gourmet house of brands.  

For over three generations, Van Leer Chocolate Corporation has crafted 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 making the finest chocolates and providing the very best service to his customers. Today, part of the Barry Callebaut North America Family, Van Leer relies on its 150 years of chocolate making experience to support everyday inspirations. 

To rebrand, Barry Callebaut assessed Van Leer’s strengths and reframed the brand’s values to better adapt them to new market circumstances and opportunities. This 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.  

Van Leer offers a variety of easy-to-use, versatile formats, including couvertures and chocolate, compounds and coatings, 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.” 

Aligned with Barry Callebaut’s Forever Chocolate collective goals, Van Leer also announces 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 be deforestation free and carbon neutral, eradicate child labor from the supply chain, and help farmers out of poverty.