What NewTree does

NewTree (legal entity NEWTREE GROUP SA) is a Belgian artisan chocolate and coffee company founded in 2001 by Benoit de Bruyn, who continues to lead the firm and personally develops recipes. The company produces organic, Fairtrade-certified and CO2-neutral chocolate bars (dark 72%, milk 44%, plus specialty flavors such as Speculoos, Quinoa, Almonds and Parkinson-awareness editions), chocolate spreads marketed as 60% lower-fat and 40% lower-calorie than conventional spreads, gift boxes (notably the Coffret Delectable of five Latin American-origin bars), and an enterprise B2B coffee service supplying machines, beans, maintenance and after-sales support to Belgian businesses, with 5% of coffee profits donated to BirdLife International. Approximately 90% of products are certified organic (target 100%) and 70% are vegan; cocoa is sourced exclusively from six small Fairtrade cooperatives in Peru and the Dominican Republic, with carbon footprint calculated by partner Climact and packaging handled by social enterprise Travail & Vie (Travie).

The business is operated from a single headquarters in Watermael-Boitsfort, Brussels, and monetizes through three streams: direct-to-consumer e-commerce at newtree.com shipping to Belgium, Europe and the United States (unit-priced bars, packs and spreads, free Belgian shipping over €50); B2B corporate gifting with customization and direct-to-recipient shipping; and the recurring enterprise coffee subscription. The go-to-market relies on the firm's own storefront plus direct B2B outreach, supported by content marketing through the Newstree blog, a recipe library, the Treebee newsletter community, and a multi-language (FR/NL/EN) site. Underlying technology is traditional Belgian craft chocolate-making rather than a proprietary software platform, and the firm has no app, API or disclosed AI capability. Distribution is omnichannel-light, with no retail-shelf presence documented; sustainability certifications (EU Organic via Certisys, Fairtrade International FLO ID 23792, carbon-neutral via Climact, FSC packaging) are central to the value proposition and pricing premium. In March 2026 NewTree participated as a minority investor in Standing Ovation's €30 million Series B alongside Danone Ventures, Bel Group, Astanor and Seventure Partners, signaling strategic optionality on precision-fermentation dairy proteins. Note: firmographics indicate public status under the ticker ebr:NEWT, while corporate-records sources describe NEWTREE GROUP SA as a privately held Belgian Société Anonyme with no public ticker; this conflict is unresolved in the available data.

Name

NewTree

Legal name

NEWTREE GROUP SA

Website

https://newtree.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

NewTree is a Belgian artisan chocolate and coffee company founded in 2001, selling organic, Fairtrade and carbon-neutral bars, spreads, gift boxes and a B2B enterprise coffee service to conscious consumers and Belgian businesses from its Brussels headquarters.

Ownership category

akta.pro rank

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales: Direct-to-consumer sales of chocolate bars, chocolate spreads, and gift boxes through the company's e-commerce platform. Products include dark chocolate (72% cocoa), milk chocolate (44% cocoa), and specialty flavors (Speculoos, Quinoa, Almonds, etc.).
2. Enterprise Coffee Service: B2B coffee service for businesses, providing coffee machines, premium coffee supply, and ongoing support including maintenance and after-sales service. Companies can request demonstrations and tasting sessions.
3. Corporate Gifts and Wholesale: B2B sales of customizable chocolate gift boxes and corporate gift solutions for end-of-year gifts, client appreciation, and events. Products can be personalized and shipped directly to employees or clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

NewTree produces and sells organic, Fairtrade, and CO2-neutral Belgian artisan chocolate bars, chocolate spreads, and a B2B enterprise coffee service. The company sells chocolate and spreads direct-to-consumer via its own e-commerce site (newtree.com) across Belgium, Europe, and the United States, and supplies office coffee and customized corporate gift boxes to businesses. Cocoa is sourced exclusively from small Fairtrade-certified cooperatives in Peru and the Dominican Republic.

Product overview

NewTree is a Belgian chocolate and coffee company offering a portfolio of organic, Fairtrade, and carbon-neutral products. The core offerings include chocolate bars in various flavors (dark, milk, and specialty varieties), chocolate spreads, and enterprise coffee services for businesses. The company also produces specialty items such as chocolate drops for baking, coffee-pairing bars, and a special Parkinson awareness chocolate line. All products are developed, produced, and packaged in Belgium, with cocoa sourced from certified cooperatives in Peru and the Dominican Republic.

Differentiator

Problem solved

Functional benefit

Products and services

• Chocolate Bars

Quantifiable outcome

• Products are 90%+ certified organic
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• BirdLife InternationalcoreStrategic or Co-development Partner · 1 January 2019Newtree established a partnership with BirdLife International in 2019 when launching their coffee range. The company donates 5% of all profits from coffee sales to support bird conservation efforts, particularly for endangered bird species in Latin America.
• ClimactminorOthersIndependent consulting firm that calculates the complete carbon footprint of Newtree's activities including ingredient production, transportation, chocolate manufacturing, coffee roasting, team travel, and emissions from coffee shops.
• Demoucelle Parkinson CharitycoreStrategic or Co-development PartnerNewtree collaborates with the Demoucelle Parkinson Charity created by Patrick Demoucelle and his wife Anne-Marie. Three special chocolate recipes (Cocoa Secret 80%, Espresso Mystery 72%, Divine Nuts 72%) were developed, with proceeds from sales funding promising Parkinson's disease research projects.
• Travail & Vie (Travie)minorOthersLocal Belgian social enterprise that handles packaging of all Newtree products. Travie contributes to the inclusion of people with disabilities in society.
• Fairtrade CooperativescoreStrategic or Co-development PartnerNewtree sources cocoa exclusively from six small Fairtrade-certified cooperatives in Peru and the Dominican Republic, ensuring no child labor and supporting sustainable farming practices through agroforestry methods.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Green & Black's: Premium organic chocolate brand owned by Mondelez. Comparable on organic/cocoa-rich positioning but contrasts with Newtree on scale, mainstream retail distribution, and corporate ownership.
• Côte d'Or: Iconic Belgian mass-market chocolate brand (Mondelez-owned). Comparable on Belgian chocolate category leadership, but contrasts sharply with Newtree on premium/ethical positioning and scale of distribution.
• Lindt: Global premium chocolate incumbent (Lindt Excellence, Lindor). Comparable on premium dark chocolate bar format and gift-box category, but operates at vastly greater scale with conventional sourcing.
• Godiva: Belgian-origin global premium chocolate brand with broad D2C, gifting, and café distribution. Overlaps with Newtree on Belgian chocolate heritage and corporate gifting but operates at much larger scale and with conventional (not organic/Fairtrade) sourcing.

Direct peers

• Tony's Chocolonely: Dutch premium chocolate brand built entirely around Fairtrade sourcing and slave-free cocoa. Closely comparable to Newtree on ethical positioning, single-origin storytelling, and premium bar pricing, though at much larger scale.
• Pierre Marcolini: Belgian artisan premium chocolatier with own boutiques, D2C e-commerce, and bean-to-bar philosophy. Comparable on Belgian premium positioning, gift-box offering, and chef/founder-led brand storytelling.
• Neuhaus: Belgian premium chocolate house (pralines, bars, gift boxes) operating both D2C and corporate gifting channels. Direct Belgian peer with shared premium positioning and gift-box-driven revenue model.
• Alter Eco: Organic and Fairtrade chocolate and pantry brand with a strong sustainability narrative. Comparable on ethical sourcing certifications and premium bar pricing, primarily serving the US market.
• Hotel Chocolat: UK-listed premium chocolate brand with vertical cocoa sourcing, strong e-commerce, and corporate gifting business. Comparable on premium positioning, own-storefront model, and gifting/B2B revenue mix.
• Divine Chocolate: Fairtrade-certified chocolate brand co-owned by cocoa cooperatives in Ghana. Directly comparable to Newtree on Fairtrade-led positioning, ethical sourcing story, and premium bar format, though focused on the UK market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 NewTree