Bakers Journal

Van Leer Chocolates rebrands

November 23, 2020
By Bakers Journal

Image courtesy of Callebaut Group and Van Leer

Barry Callebaut Group, manufacturer of chocolate and cocoa products, unveiled its refined and reinforced domestic brand Van Leer Chocolates with a new identity and positioning. The reimagined Van Leer is their North American gourmet chocolate brand producing sustainable 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.

For over three generations, Van Leer Chocolate Corporation has crafted a full range of 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 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.

For additional information on Barry Callebaut and Van Leer, visit

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