Belgian chocolate brand Meurisse, established in 1845, has undergone a revitalization, blending heritage with a modern focus on sustainability and accessibility. The company, Belgium’s first to industrialize chocolate production, is now available in the United States, the United Kingdom, and through Delhaize in Belgium, marking a significant expansion for the historic chocolatier.
Founded by Adolphe Meurisse-Melzer in Antwerp, the brand initially focused on chocolate tablets and pralines. The iconic “Perrette” chocolate bar was created in 1890 and officially launched internationally at the 1905 World Exhibition in Liège. This resurgence comes after a period of ownership changes, including a 1969 acquisition by General Chocolate (later General Biscuits) and a subsequent closure of the Antwerp factory in 1974.
After disappearing from the market in 2006, Meurisse was acquired by Henry and Clément Van Vyve, descendants of the founder, in 2020. “The idea to revive this brand was logical for us,” explained Henry Van Vyve. The brothers negotiated with Mondelēz to reacquire the rights to Meurisse, a process culminating in the brand’s official relaunch on September 29, 2020.
The renewed Meurisse prioritizes three core principles: heritage, Belgian excellence, and sustainable practices. The company’s new recipes adhere to traditional Belgian chocolate-making techniques while incorporating contemporary requirements, including 100% organic ingredients, lecithin-free formulations, and ethically sourced cacao. The brand’s visual identity has also been updated with a retro-modern aesthetic inspired by its historical archives.
Meurisse positions itself as a premium chocolate option accessible to a wider audience, bridging the gap between mass-market and artisanal chocolates. The brand is currently sold in select retailers, including Selfridges in London and delicatessen shops, as well as through Delhaize in Belgium. This strategic positioning reflects a growing trend in the food industry towards brands that balance quality, ethics, and affordability.
Historically, Meurisse also utilized brand names such as Perrette, Boy Scouts, Finor, and Croma for its various chocolate bars, according to Wikipedia. The revival of Meurisse demonstrates the enduring appeal of established brands and the potential for successful revitalization through a commitment to heritage and innovation.
