Cargill’s cocoa and chocolate business is revitalising its global Gerkens Cacao brand, highlighting its premium nature and key benefits.
“We found from research amongst our customers that Gerkens is a much-loved and well-known brand that is already closely associated with its Dutch heritage, but which needed refreshing,” says Philippe Huet, Cargill MD, cocoa.
“The objective is to rejuvenate the brand, reinforcing the reasons why our customers choose Gerkens Cacao for their powder-based products.”
Cargill is targeting manufacturers in the confectionery, dairy (e.g. ready to drink, ice cream, desserts), bakery (e.g. cakes and biscuits) and instant mixes and drinks sectors as part of the campaign, which will cover Asia, Brazil, Europe, the Middle East, North America and the US.
To coincide with the global re-launch, the company is providing opportunities for companies to experience Gerkens Cacao in different recipes for themselves or at one of its application centers.