Honoring the skills and passion of its customers

Callebaut® celebrates 100 years of making fine Belgian chocolate

  • Callebaut® celebrates the success of its extensive brand heritage and expertise, marking 100 years of making the Finest Belgian Chocolate for chocolate professionals all over the world
  • With the “100 years 100 faces 100 reasons” campaign, Callebaut® honors the skills and passion of its customers and the larger global community of chocolate artisans The campaign consists of a series of promotional activities, anniversary packaging, competitions, special events – and also a dedicated website
  • Confectioners, bakers and pastry chefs have the chance to win one of five trips to a cocoa farm in Ghana as part of a contest

Wieze/Belgium, June 23, 2011 – Since 1911, Callebaut has become the preferred partner for chocolate and chocolate-related products for skilled professionals active in the confectionery, pastry, restaurant and catering communities. This year, Callebaut is proud to celebrate its anniversary: 100 years of Callebaut Finest Belgian Chocolate.

Chocolate Ambassador Alexandre Bourdeaux presents the Callebaut® anniversary packaging

With the year-long “100 years 100 faces 100 reasons” campaign, Callebaut is commemorating the success of its iconic chocolates, such as 811 (dark), 823 (milk) and W2 (white), which have all set new standards for the category and have long been praised by the global chocolate community. Just last week, the first batch of Callebaut chocolate wrapped in the specially designed anniversary packaging left the chocolate factory in Wieze, the home of Callebaut chocolate. The celebration of the 100th anniversary of Callebaut chocolate will continue throughout 2011 with promotional activities, competitions and special events worldwide – all aimed at saying thank you to everyone related to the brand and highlighting Callebaut’s best-in-class products.

On the basis of its Belgian chocolate heritage and through its extended know-how and expertise, Callebaut has been supporting its customers all over the world for an entire century, offering superior quality chocolate products for every possible application. Callebaut’s strengths are also due to its presence in origin countries. It’s the only Belgian chocolate that works across the entire value chain – from the cocoa bean to the finished chocolate product, guaranteeing the highest level of quality and committed to sustainable sourcing.

Juergen Steinemann, CEO of Barry Callebaut, Callebaut’s parent company, said:
“Many different people are connected to the Callebaut brand – from cocoa farmers to confectioners, from roasters to chefs – and each for their own reason. That is why “100 years 100 faces 100 reasons” is the centennial’s main theme. We want to put chocolate professionals – our customers – in the spotlight, let them talk about their passion and Callebaut, and reward them for their loyalty, trust and belief in the brand.”

Dedicated website highlighting major milestones and featuring testimonials
As part of the 100th anniversary celebration, a special website and competition for chocolate professionals has been launched. The new “Callebaut 100 Years” website ( commemorates the history of the fine Belgian chocolate brand and features:

  • Personal testimonials from professionals in the confectionery, pastry, bakery and hospitality communities, explaining why they enjoy using Callebaut chocolate in their creations
  • Snapshots of major milestones in the brand’s history – from the first chocolate bars and blocks that were produced in 1911 to the myriad of innovations that have changed the gourmet segment since that time
  • An interactive guide that shows how the finest Belgian chocolate is made – from the cocoa bean to the finished product

In addition to launching the “Callebaut 100 Years” website, Callebaut is sponsoring a contest in which confectioners, bakers and pastry chefs can enter for the chance to win one of five trips for two to a cocoa farm in Ghana, where they will be able to observe firsthand how cocoa beans are grown, harvested, fermented and dried before being shipped to Barry Callebaut’s state-of-the-art manufacturing facilities around the world. Other prizes to be awarded include 100 free courses at one of Barry Callebaut’s 13 CHOCOLATE ACADEMY™ centres around the world and 100 free 100-kilogram bags of Callebaut chocolate.

To enter the contest, chocolate professionals must submit their name, upload a picture of him or herself, and submit a testimonial about why they enjoy working with Callebaut chocolate at The contest runs now through Sept. 1, 2011. Winners will be announced at the end of October 2011.

Callebaut – from brewing beer to manufacturing the Finest Belgian Chocolate
Established in 1850 in the heart of Belgium as a malt brewery and dairy company, Callebaut changed its core business to become the manufacturer of the Finest Belgian Chocolate in 1911.

The company began exporting its products in 1950. The brand Callebaut rapidly conquered a fixed place in the hearts of confectioners, bakers and pastry chefs around the world. The company is still one of the rare chocolate makers to select, roast and grind cocoa beans into its own secret and exclusive cocoa mass – the most important ingredient for chocolate couvertures.

Today, Callebaut is one of the two global brands of Barry Callebaut, the world's leading manufacturer of high-quality cocoa and chocolate, dedicated to the professional users of chocolate. Callebaut’s wide range of chocolates, coatings, fillings, nut products and decorating products are traditional favorites with chocolate artisans and chefs.

Through its global network, Callebaut is close to its customers in four continents and in over 20 countries. 

100 Years of Callebaut: Select Milestones
– Callebaut first produces chocolate in neapolitans, bars, tablets and blocks
1925 – Callebaut innovates by storing and transporting chocolate in liquid form
1945 – Couverture chocolates become core part of Callebaut’s business
1988 – Callebaut introduces its break-through Callets™, improving convenience for professionals
1988 – Callebaut opens its first “Callebaut College” – the predecessor to Barry Callebaut’s current 13 CHOCOLATE ACADEMY™ centres
1998 – Callebaut creates its first single-origin chocolates
2006 – Callebaut launches Callets™ Sensation, beautiful round chocolate pearls
2010 – Callebaut introduces its Crispearls™, pearl-shaped toasted biscuits enrobed in chocolate couverture
2011 – Callebaut offers several of its products with the Fairtrade certification

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