New code to protect image of Belgian chocolate

A new ‘code’ will be introduced on 1 September to control the use of the words ‘Belgian Chocolate’
A new ‘code’ will be introduced on 1 September to control the use of the words ‘Belgian Chocolate’

Chocolate makers refer to EU directive on labelling to prevent others from claiming Belgian origin

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Brand Central

11 September 2008 | 0

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A new ‘code’ will be introduced on 1 September to control the use of the words ‘Belgian Chocolate’

The Belgian Royal Association of the Chocolate, Praline, Biscuits and Sugar Confectionery Industry (CHOPRABISCO) has developed a ‘Belgian Chocolate Code’, providing guidelines for labelling chocolate as coming from Belgium. The code will be introduced on 1 September and is aimed at protecting the reputation of Belgian chocolate manufacturers and their products, which are widely considered to be of high quality. Above all, it is being introduced to ensure ‘Belgian chocolate’ does not become a generic term.

The code relates to the European directive 2000/13, which says labelling cannot be misleading and refers to origin and quality. ‘Belgian Chocolate’ is defined as a mixture of ingredients that are refined and moulded in Belgium. This means the grinding of the beans does not necessarily have to take place in Belgium. However, the code draws on differences between end products and finished product, saying that, for pralines for example, the product should be made entirely in Belgium to be called Belgian chocolate.

If only some of the chocolate was made in Belgium, the code recommends the use of the phrase ‘Made with Belgian chocolate’, so consumers are not led into believing it is 100% Belgian. The code is also intended to crack down on companies labelling their products with phrases such as ‘Belgian style’ and ‘Belgian recipe’.

 

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