belgian icon cécémel becomes chocomel after 77 years
Brussel, dinsdag, 9 juni 2026.
After seven decades, a beloved Belgian brand is changing its name. Cécémel, known since 1949, is now called Chocomel across Belgium. This shift ends a unique naming split between countries. For years, the same drink had different names—Chocomel in the Netherlands, Cécémel in Belgium. The change marks a strategic move by FrieslandCampina to unify branding. While the taste stays identical, emotions run high among loyal fans. Some recall childhood memories tied to the name Cécémel. The company acknowledges the emotional bond. Marketing now leans on familiar faces to ease acceptance. The slogan ‘the only real one’ remains untouched. Yet, nostalgia may challenge corporate logic.
belgian icon cécémel becomes chocomel after 77 years
In Belgium, a well-known chocolate milk brand is undergoing a significant change. After 77 years, Cécémel is officially renamed Chocomel [1]. This decision comes from producer FrieslandCampina as part of a broader effort to standardize the brand across markets [1][3]. Although the name changes, the product’s flavor remains unchanged according to the manufacturer [1]. The rebranding aligns Belgium with most other countries where the product already uses the name Chocomel [4].
from c..c.mel to cécémel: a historical quirk
When the drink launched in Belgium in 1949, the original owner Nutricia could not register the name Chocomel [1][3]. Instead, they introduced it as C..c.mel, using dots to replace certain letters [1][3]. Over time, consumers pronounced this version as Cécémel, which became official [1][3]. This workaround created a lasting regional distinction absent elsewhere in Europe [1]. The 1949 launch date marks 77 years under the Belgian identity before reverting to the original international name [1][3].
strategic push behind the new name
FrieslandCampini cites stronger brand recognition as the main driver behind the switch [5]. Research showed 71% of consumers associated better recognizability with the new name [5]. Unifying under Chocomel supports a clearer global identity [5]. The company plans major investments in advertising to support the transition [5]. Launch dates for updated packaging were scheduled around June 15, 2026 [5]. The strategic aim includes simplifying marketing efforts across borders [5].
marketing campaign features familiar faces
To soften the impact of such a symbolic change, FrieslandCampina enlisted several prominent Flemish figures [1][5]. Actor Erik Van Looy is among those featured in promotional activities [5]. The campaign aims to make the transition more acceptable emotionally [5]. Using trusted public personalities helps bridge nostalgic attachment and modern branding needs [5]. The message emphasizes continuity despite the name update [4].
nostalgia meets corporate branding strategy
For many Belgian consumers, Cécémel evokes strong personal memories and cultural references [2]. Phrases like “Voor mij ne choco!” from the popular show FC De Kampioenen cemented its place in local culture [2]. Experts note that local brands often generate deeper emotional loyalty than foreign ones [2]. Despite understanding the business rationale, some customers express sadness over losing a national symbol [2]. Brand specialist Fons Van Dyck confirms these emotional ties significantly influence consumer behavior [2].
continuity in slogan and production promises
Even as the name shifts, key elements remain intact. The famous slogan “De enige échte” continues unchanged [3]. Production locations also stay fixed in Aalter and Bornem, reassuring buyers of consistent quality [3]. Company statements stress no alterations to the recipe accompany the relabeling [1]. Maintaining these constants helps anchor customer trust during the transition period [3]. The promise of unchanged taste underscores the purely cosmetic nature of the rebrand [1].