Barry Callebaut has unveiled a new identity and positioning for its North American Van Leer chocolate brand.

The rebranding of Van Leer also includes a new logo, and a set of tools and services. It targets all basic and traditional applications in the bakery, confectionery, beverage and ice cream segments. 

The company supplies products ranging from couvertures, chocolate, compounds, coatings, chips, chunks and inclusions.

“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,” a company spokesperson tells FoodIngredientsFirst.

“This collective work allowed the team to create an updated and compelling story with a clear and distinctive voice. Ultimately, it established our brand platform: “Supporting Everyday Inspirations.’”

Van Leer highlights the following trends in the chocolate category this year:

• Seasonal & Limited-Edition Treats: Brands are driving consumers to the category by offering seasonal, nostalgic or limited-edition products. Mixing familiarity and innovation brings excitement.
• Delivering on Indulgence: The bakery category naturally tends to deliver on indulgence for consumers looking for a sweet treat. Hyper indulgence can be built by adding texture, unique ingredients or exotic flavors.
• Social Responsibility: Corporate and social responsibility will become expected of leading brands as consumers look for brands that align with their values. Sustainable ingredients, transparent labels and traceability are among top demands for consumers. 

Sustainability commitments
Aligned with Barry Callebaut’s Forever Chocolate collective goals, Van Leer is also highlighting its sustainability commitment and support for the Cocoa Horizons Foundation. 

“All cocoa within Van Leer products is sourced from the Cocoa Horizons Foundation,” the spokesperson highlights. “The foundation aims to achieve bold metrics by 2025 and be deforestation free and carbon neutral, eradicate child labor from the supply chain and help farmers out of poverty.”

“Cocoa farmers today face significant challenges. Cocoa yields are very low in many regions of the world, making it difficult for farmers to earn enough income to support their families and causing them to rely on their children to work on their farms,” they note.

“Deforestation in cocoa-growing areas, soil degradation, and a changing climate all put cocoa and cocoa farmer livelihoods at risk. Van Leer is committed to supporting change in all of these areas to make the cocoa supply chain truly sustainable.”

Barry Callebaut business highlights
In fiscal year 2019/20 the Barry Callebaut Group saw its sales volume decline by 2 percent to 2,095,982 metric tons, as a result of the COVID-19 pandemic. Meanwhile, sales volume in the chocolate business took a hit of 2.1 percent.

Earlier this week, Bösch Boden Spies extended its product family with cacaofruit brand Cabosse Naturals. Barry Callebaut launched the cacaofruit brand at the end of last month, in tune with consumers’ increasing interest in nutritious food and beverages that are good for the planet.

Also this month, Barry Callebaut revealed its plans to open a fourth office and the third Chocolate Academy Center in Shenzhen, China. The facilities aim to better serve the growing demand for high-quality chocolate and address “the great growth potential China offers,” according to the company.