The Chocolate Family

What The Chocolate Family does

The Chocolate Family BV is a Dutch-headquartered, privately held family business founded in 1975 by the Huurman family that operates a vertically integrated Belgian chocolate and confectionery platform. Its core activity is the production and export of Belgian pralines and chocolate specialties, executed through five wholly-owned complementary sub-brands: Pralibel (Belgian praline production and private-label export from its factory in Vichte, Belgium), Ickx / Chocolaterie Ickx (hand-decorated chocolates and seasonal assortments, produced in Essen, Belgium), Rosenberg (import of exclusive confectionery such as Italian nougat and Irish fudge for the Dutch market, plus private-label production), Art of Chocolate (an owned retail store concept operating in Germany and the Netherlands), and Dragee (wholesale supply of Belgian chocolates and confectionery to Dutch bakeries and specialty stores). The underlying technology combines traditional Belgian chocolatier craftsmanship with modern production techniques across two Belgian manufacturing sites.

The company generates revenue through multiple streams: B2B wholesale and private-label/white-label production for retail chains and brand partners (the largest channel by indication, given 45-country export reach), Dutch bakery and specialty-store distribution via Dragee, exclusive confectionery import via Rosenberg, and direct-to-consumer retail through Art of Chocolate stores. Pricing is not publicly disclosed and operates on a quote-based B2B model. In 2025 the company joined the Windel Group, a German family-owned confectionery conglomerate with roots dating to 1900 that includes Windel GmbH & Co. KG, Coffee-Bike, Farüchoc, and Kim's Chocolates, providing shared expertise and scale while preserving The Chocolate Family's brands and identity. The Chocolate Family employs approximately 260 permanent staff across its family of companies and was recognized at the 2024 Belgium Chocolate Awards with Gold (vegan Pralibel Cara praline) and Silver (Ickx frangipane praline) awards.

Name

The Chocolate Family

Legal name

The Chocolate Family BV

Website

https://thechocolatefamily.be

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

The Chocolate Family is a Dutch private Belgian-chocolate producer and exporter operating five sub-brands (Pralibel, Ickx, Rosenberg, Art of Chocolate, Dragee) across B2B wholesale, private-label production, import, and retail, serving retail chains, bakeries, and brand partners in 45 countries.

Ownership category

akta.pro rank

Product category

Premium Chocolate Manufacturing

NAICS

Chocolate and Confectionery Manufacturing (31135), Confectionery Manufacturing from Purchased Chocolate (311352)

SIC

Sugar & Confectionery Products (2060), Food And Kindred Products (2000)

akta.pro primary industry

Confectionery Manufacturing (Chocolate, Candy, Gum) (AFAKAAAD)

akta.pro secondary industries

Chocolate & Chocolate Confectionery (CRADABAA), Chocolate & Confectionery Shops (THAFAGAD)

Keywords

• Belgian chocolate manufacturing
• Private label chocolate
• Praline production
• Confectionery wholesale
• Chocolate retail stores

Headquarters

HQ city

Essen

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Production & Export of Belgian Chocolates: Production of Belgian pralines and chocolate specialties through Pralibel and Ickx brands, sold globally through traditional shops and retail chains
2. Private Label / White Label: Customized pralines produced under white label for other companies who handle sales while The Chocolate Family manages craftsmanship and production
3. Import of Confectionery: Rosenberg imports exclusive confectionery products from around the world including Italian nougat, Irish fudge, and other treats for the Dutch market
4. Retail Store Operations: Art of Chocolate retail stores in Germany and the Netherlands selling Belgian chocolate directly to consumers
5. Wholesale Distribution to Bakeries: Dragee supplies Dutch bakeries and specialty stores with chocolates made by Ickx and Pralibel, plus imported products

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

The Chocolate Family is a Dutch family-owned group that manufactures, exports, and retails premium Belgian pralines and chocolate specialties through five complementary sub-brands: Pralibel and Ickx (production and export of Belgian chocolates and private label), Rosenberg (import of exclusive confectionery), Art of Chocolate (own retail stores in Germany and the Netherlands), and Dragee (wholesale supply to Dutch bakeries and specialty stores). The company produces Belgian chocolates combining artisan craftsmanship with modern production techniques and serves customers in 45 countries.

Product overview

The Chocolate Family is a family business consisting of five complementary sub-brands that produce Belgian chocolates, import confectionery, and operate retail stores. The portfolio includes Pralibel (Belgian praline production and export, private labels), Ickx (hand-decorated chocolates with seasonal assortments), Rosenberg (import of exclusive confectionery for the Dutch market), Art of Chocolate (retail store concept in Germany and Netherlands), and Dragee (distribution to Dutch bakeries and specialty stores). The company exports to 45 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Pralibel: Production and export of Belgian chocolates with private label capabilities. Factory located in Vichte, Belgium.
• Ickx (Chocolaterie Ickx)
• Rosenberg
• Art of Chocolate
• Dragee

Products and services

• Pralibel Belgian Pralines and Private Label

Quantifiable outcome

• Two prestigious awards at Belgium Chocolate Awards 2024
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Windel GroupcoreStrategic or Co-development Partner · 1 January 2025Since 2025, The Chocolate Family has proudly been part of the Windel Group, a long-established, family-owned group with deep roots in the confectionery sector dating back to 1900. This partnership strengthens foundations for the future while preserving entrepreneurial spirit, craftsmanship, and identity. The Windel Group includes Windel GmbH & Co. KG, Coffee-Bike, Farüchoc, Kim's Chocolates and The Chocolate Family.
• SEM FoundationminorOthers · 1 January 2016The SEM Foundation was founded in 2016 by the Huurman family, owners of The Chocolate Family B.V. The foundation aims to improve livelihoods of cocoa farmers and their communities in producing countries (Indonesia, Ivory Coast, Ghana, Brazil, Colombia, Tanzania, Peru, Cameroon, Malaysia) through donations to organizations focused on children, education, public services, health, housing and productivity.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Natra: European chocolate and cocoa products manufacturer headquartered in Spain with private label and branded offerings sold across multiple continents. Comparable to The Chocolate Family in its private label focus, multi-brand structure, and global export orientation.
• Belcolade: Belgian chocolate manufacturer owned by Puratos that produces couvertures and chocolate specialties for pastry professionals and private label customers. Directly comparable to The Chocolate Family in Belgian chocolate manufacturing, B2B distribution, and private label offerings.
• ICAM: Italian chocolate manufacturer specializing in premium and private label chocolate, supplying European retailers and food manufacturers. Comparable to The Chocolate Family in European manufacturing base, premium positioning, and private label capabilities.
• Cémoi: French chocolate manufacturer with a substantial private label and industrial chocolate business serving European retailers. Comparable to The Chocolate Family given its mid-tier European scale, strong private label franchise, and multi-country export footprint.
• BMC (Belgian Monoculture Confectionery): Belgian chocolate manufacturer producing chocolate products for retail and private label customers across Europe. Closely comparable to The Chocolate Family in Belgian origin, B2B focus, and presence in both branded and white label channels.
• Puratos: Belgian-headquartered B2B supplier of bakery, patisserie, and chocolate ingredients to artisans, bakeries, and retail chains. Highly comparable to The Chocolate Family given its Belgian production base, B2B/wholesale model, private label capabilities, and international export reach.

Broad incumbents

• Barry Callebaut: World's largest chocolate and cocoa manufacturer, supplying industrial and artisanal customers globally. Comparable as a broader incumbent operating in the same Belgian chocolate category with private label and B2B capabilities, though at vastly larger scale.
• Cargill (Cocoa and Chocolate): Global agribusiness with a large cocoa and chocolate division supplying food manufacturers and private label customers. Comparable to The Chocolate Family as a broad incumbent in chocolate manufacturing and private label supply, though at far greater scale and with integrated cocoa sourcing.

Regional players

• Leonidas: Belgian chocolate brand known for fresh pralines sold through a global network of branded retail shops. Comparable to The Chocolate Family in Belgian praline category and brand heritage, with similar retail and consumer-facing orientation.
• Neuhaus: Belgian premium praline and chocolate brand sold through own retail and specialty channels in Belgium and select international markets. Comparable to The Chocolate Family in Belgian praline heritage, premium positioning, and gift/seasonal assortment focus, though more retail-driven than B2B.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-chocolate-family

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Chocolate Family