“No chocolate for me!” It is a legendary statement by ‘Markske’ from FC De Kampioenen and the symbol for Cécémel as a Belgian cult product. But after 77 years, that era is coming to an end: the famous drink changes name. From now on we will also drink Chocomel in our country. Why this name change? And will such a brand feel something about it? “Consumers often prefer brands from here. That is often very emotional,” says brand specialist Fons Van Dyck.
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End of a Belgian icon. After 77 years, Cécémel will simply become ‘Chocomel’: “People’s response proves how strong this brand is”
Bytaketonews
Jun 8, 2026