{"id":12974,"date":"2016-04-14T13:26:40","date_gmt":"2016-04-14T13:26:40","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/dirk-jacxsens-ceo-de-leonidas-demissionne\/"},"modified":"2016-04-14T13:26:40","modified_gmt":"2016-04-14T13:26:40","slug":"dirk-jacxsens-ceo-de-leonidas-demissionne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/dirk-jacxsens-ceo-de-leonidas-demissionne\/","title":{"rendered":"Dirk Jacxsens weg bij Leonidas"},"content":{"rendered":"

Dirk Jacxsens, die in juni 2013 voor de tweede keer in zijn carri\u00e8re baas werd van de Belgische chocolatier Leonidas<\/strong>, heeft een maand geleden ontslag genomen. Hij is al de zevende CEO die sinds 2004 de revue passeert bij de pralinemaker uit Brussel.<\/p>\n

<\/p>\n

Op zoek naar nieuwe CEO\u2026<\/h2>\n

De reden waarom Jacxsens is opgestapt, is niet bekend. \u201cGeen commentaar\u201d was het enige dat de Franstalige zakenkrant L\u2019Echo – die het nieuws vandaag uitbracht – te horen kreeg bij het bedrijf. Het ontslag is wel bevestigd door enkele collega\u2019s uit de chocoladebranche, die naar eigen zeggen \u201ctotaal verrast\u201d waren.<\/p>\n

\u00a0<\/p>\n

Jacxsens leidde de chocolatier een eerste keer van 2004 tot 2008, jaar waarin hij naar Imperial Meat Products trok. In 2013 keerde hij terug<\/a> als opvolger van Robert Torck, die al na \u00e9\u00e9n jaar was opgestapt uit onvrede met de koers die de raad van bestuur had uitgestippeld. Onder hem kwam de nadruk opnieuw te liggen op innovatie: zo lanceerde Leonidas ijspralines met IJsboerke<\/a> (Glacio) en opende het in het Antwerpse ook enkele Leonidas Chocolates Caf\u00e9s<\/a> met koffieproducent Java. Volgens de recentste jaarrekening (2014-2015) steeg de omzet met 5,8% tot 83 miljoen euro, al viel de nettowinst wel met 4,5% terug tot 3,7 miljoen euro.<\/p>\n

\u00a0<\/p>\n

Jacxsens’ plaats wordt voorlopig ingenomen door een duo: Georges Marinos (tot nog toe verantwoordelijk voor productie en logistiek) en financieel directeur Renaud Coppens.<\/p>\n

\u00a0<\/p>\n

\u2026en meteen ook naar een nieuwe slogan<\/h2>\n

Behalve naar een nieuwe CEO moet Leonidas ook op zoek naar een nieuwe slogan. De Duitse groep Stork, producent van de befaamde Merci<\/strong>-chocolaatjes, heeft van de rechter namelijk gelijk gekregen in een zaak tegen Leonidas. Stork, dat reclame maakt met de bekende slogan \u2018Merci dat jij er bent\u2019, vond dat de Leonidas-slogan \u2018Omdat jij het bent\u2019 daar veel te dicht bij aanleunde. \u201cDat is profiteren van onze felbevochten naamsbekendheid\u201d, argumenteerde de Duitse chocolademaker. En zo dacht de rechter er ook over.<\/p>\n","protected":false},"excerpt":{"rendered":"

Dirk Jacxsens, die in juni 2013 voor de tweede keer in zijn carri\u00e8re baas werd van de Belgische chocolatier Leonidas, heeft een maand geleden ontslag genomen. Hij is al de zevende CEO die sinds 2004 de revue passeert bij de pralinemaker uit Brussel. Op zoek naar nieuwe CEO\u2026 De reden waarom Jacxsens is opgestapt, is […]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-12974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nDirk Jacxsens weg bij Leonidas - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/dirk-jacxsens-ceo-de-leonidas-demissionne\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dirk Jacxsens weg bij Leonidas - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Dirk Jacxsens, die in juni 2013 voor de tweede keer in zijn carri\u00e8re baas werd van de Belgische chocolatier Leonidas, heeft een maand geleden ontslag genomen. 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