Cécémel No More: Iconic Belgian Drink Rebrands as Chocomel

After 77 years as a staple in Belgian households, the iconic chocolate milk drink Cécémel is officially changing its name to Chocomel. Parent company FrieslandCampina announced the rebranding on June 8–9, 2026, aligning the Belgian market with the name already used in the Netherlands and across Europe. While the recipe, taste, and production locations remain unchanged, the move marks the end of a cultural era and has stirred deep nostalgia among Belgian consumers.

A Name Born from a Trademark Problem

The story of Cécémel begins not in Belgium, but in the Netherlands. In 1932, Martien Breij created a chocolate milk drink under the name Melcola, which was quickly renamed Chocomel. When the brand expanded to Belgium in 1949 under then-owner Nutricia, the name “Chocomel” could not be trademarked there. As La Libre Belgique reports, the company adapted by replacing certain letters with dots on the packaging, creating “C..C.mel” — which, when pronounced phonetically in French, became “Cécémel.”

What began as a workaround grew into one of Belgium’s most recognizable brands. For generations, the drink has been described as a “madeleine de Proust” — a comfort object tied to childhood memories. As MM.be put it, the brand “definitively bows out after 77 years.”

Why Change Now?

FrieslandCampina’s motivation is straightforward: global brand harmonization. The company’s commercial director explained to RTBF that “in Belgium, the name Chocomel was already taken at the time. That’s how Cécémel was born. Today, we are bringing everyone together under one single name: Chocomel. More practical and clearer.”

From a business perspective, the logic is compelling. A single brand name across all European markets eliminates the need for separate packaging, advertising campaigns, and supply chain differentiation between Belgium and the Netherlands. RetailDetail EU notes that the change aims to increase brand recognition and reduce marketing costs.

The same transition already occurred in France in 2022, where Cécémel was successfully rebranded to Chocomel.

The Risks of Tampering with Nostalgia

But rebranding an iconic product is not without peril. Marketing experts warn that changing a beloved brand name can backfire when consumers have strong emotional attachments.

Alain Decrop, marketing professor at the University of Namur, told RTBF that “some brands have become iconic. They have created such a bond with the consumer that it’s better not to change anything, and especially not to change the name.” He cites Heinz Ketchup, Coca-Cola, and Ford as examples of brands that have never changed their names precisely because of the emotional connection with consumers.

Angy Geerts, marketing professor at the University of Mons, noted that transition campaigns can be lengthy, recalling that the rebranding from Electrabel to Engie took about a year.

What Stays the Same

FrieslandCampina has taken steps to ease the transition. The company’s slogan — “Le seul vrai” / “De enige échte” (“The only real one”) — remains unchanged. Crucially, production will stay in Belgium at facilities in Aalter (East Flanders) and Bornem (Antwerp), preserving local jobs. The company has also launched a major advertising campaign featuring local celebrities to build familiarity with the new name.

As Brussels Today confirms, the drink’s recipe, taste, and Nutri-Score B rating are all staying exactly as they were.

A Broader Trend

This rebranding is part of a larger pattern of multinational companies harmonizing brand names across markets. Similar cases include Raider becoming Twix in the 1990s, Lotus Speculoos becoming Biscoff in 2019, and Marathon becoming Snickers in the UK. The goal is always the same: economies of scale in marketing, packaging, and supply chain management.

What’s Next

Cécémel-labeled products will disappear progressively from Belgian shelves over the coming months, replaced by Chocomel packaging. The transition period will see both names co-existing as consumers adjust. For now, one thing remains certain: the chocolate milk inside the carton tastes exactly the same — it’s just the name on the outside that has changed.

Whether Belgian consumers will embrace Chocomel with the same affection they held for Cécémel remains an open question. As the marketing professors note, some brands become so intertwined with personal and collective memory that changing their name is like rewriting a small piece of cultural history.