{"id":149702,"date":"2026-06-09T09:40:31","date_gmt":"2026-06-09T07:40:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=149702"},"modified":"2026-06-09T09:40:32","modified_gmt":"2026-06-09T07:40:32","slug":"cecemel-legt-de-duimen-nu-ook-in-belgie-chocomel","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/cecemel-legt-de-duimen-nu-ook-in-belgie-chocomel\/","title":{"rendered":"C\u00e9c\u00e9mel legt de duimen: nu ook in Belgi\u00eb Chocomel"},"content":{"rendered":"\n<p>Het Belgische icoon <strong>C\u00e9c\u00e9mel <\/strong>verdwijnt na 77 jaar van de markt. Vanaf deze maand heet de chocolademelk Chocomel, dezelfde naam die het merk al decennialang draagt in Nederland en andere Europese landen. Maar de beslissing roept emoties op bij consumenten, die gehecht zijn aan het vertrouwde label.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">E\u00e9n merknaam overal<\/h2>\n\n\n\n<p>De naamsverandering, aangekondigd door zuivelgigant <strong>FrieslandCampina<\/strong>, moet leiden tot een eenduidige merkstrategie over de grenzen heen. De naamswijziging moet de merkherkenbaarheid vergroten en de marketingkosten verlagen, aangezien er geen aparte verpakkingen en campagnes meer nodig zijn voor Belgi\u00eb en Nederland.<\/p>\n\n\n\n<p>Een bijkomende complexiteit is de aanwezigheid van Nederlandse ketens \u2013 en dus via Nederland ingekochte Chocomel \u2013 in Belgi\u00eb, zoals Albert Heijn en Jumbo. Beide merknamen circuleren dus al door elkaar. De productie van Chocomel blijft wel gewoon in Belgi\u00eb, in de fabrieken in Aalter en Bornem, die al decennialang zowel C\u00e9c\u00e9mel als Chocomel produceren. <\/p>\n\n\n\n<p>De geschiedenis van C\u00e9c\u00e9mel gaat terug tot 1949, toen het Nederlandse Chocomel in Belgi\u00eb werd ge\u00efntroduceerd. Omdat de naam Chocomel hier niet geregistreerd kon worden \u2013 volgens de overlevering omdat een andere partij de rechten had opgekocht of omdat de naam te veel leek op de soortnaam \u2018chocomelk\u2019 \u2013 koos FrieslandCampina voor de naam C\u00e9c\u00e9mel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zal de consument het slikken?<\/h2>\n\n\n\n<p>Om de naamsverandering verteerbaar te maken, zet FrieslandCampina een grootschalige campagne op poten. Drie maanden lang zal Chocomel dagelijks reclame uitzenden op televisie, met de slogan \u201cC\u00e9c\u00e9mel wordt Chocomel, maar blijft de enige \u00e9chte\u201d. Bekende Vlamingen zoals Erik Van Looy, Sandra Kim en Jacques Vermeire zullen het merk promoten, samen met sportman Ward Lemmelijn, frituriste Dorien Nuyts en contentcreator Julie Vermeire.<\/p>\n\n\n\n<p>Ook op straat zal de campagne zichtbaar zijn. Deze zomer rijdt een Chocomel-tram rond aan de Belgische kust, en in supermarkten zullen er pancartes aan winkelkarretjes hangen. In de horeca worden uitbaters aangemoedigd om oude C\u00e9c\u00e9mel-mokken weg te schenken aan klanten, in ruil voor nieuwe Chocomel-mokken.<\/p>\n\n\n\n<p>\u201cDit jaar gaan we er juist heel veel in moeten investeren, maar <a href=\"https:\/\/www.tijd.be\/ondernemen\/voeding-drank\/cecemel-wordt-chocomel-erik-van-looy-en-co-moeten-helpen-om-verandering-verteerbaar-te-maken\/10674408.html\">op termijn kunnen we effici\u00ebnter werken<\/a>\u201d, zegt marketingverantwoordelijke Laura De Wulf aan De Tijd. FrieslandCampina benadrukt dat de campagne ook flexibel zal worden aangepast op basis van consumentenreacties.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Het Belgische icoon C\u00e9c\u00e9mel verdwijnt na 77 jaar van de markt. Vanaf deze maand heet de chocolademelk Chocomel, dezelfde naam die het merk al decennialang draagt in Nederland en andere Europese landen. <\/p>\n","protected":false},"author":5,"featured_media":149703,"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":[43],"company":[853],"topic":[488],"region":[90],"class_list":["post-149702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-frieslandcampina","topic-marketing","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00e9c\u00e9mel legt de duimen: nu ook in Belgi\u00eb Chocomel - RetailDetail BE<\/title>\n<meta name=\"description\" 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