Chocolat Jacques
Chocolat Jacques is a Belgian chocolate brand founded in Verviers in the late nineteenth century and known especially for its filled, segmented chocolate bars.
Last updated November 4, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Chocolat Jacques is a Belgian chocolate brand with roots in Verviers and a history spanning confectionery, gingerbread and chocolate manufacturing. Its origins date to 1890, when trained confectioner Antoine Jacques and Jean Joseph Hardy established a factory in Verviers under the name Hardy and Jacques. The business added chocolate to its production in 1894, and after Jacques separated from Hardy in 1896 it operated as A. Jacques. The company survived a major factory fire in 1899, labor unrest and a strike in 1906, severe flooding in 1908, the disruption of the First World War and the death of Antoine Jacques's intended successor in 1919. The business was reorganized as Chocolaterie A. Jacques Société Anonyme in 1920 after Antoine Jacques entered into a partnership with William Zurstrassen. Operations were progressively transferred from Verviers to Eupen, where the company established its principal production base from 1923. The brand's most important product development came in 1931 with Noiseline, described in the company's history as an early filled chocolate bar. Its segmented format allowed individual pieces to be broken away, while different fillings and flavor combinations gave the line a broad appeal. The product was later associated with the name Superchocolate and became the brand's best-known offering. In 1937, the company introduced the Knight Jacques figure, a mounted knight carrying a shield, helmet and spear, which became a recurring element of the brand's visual identity. The Second World War brought another interruption. German authorities confiscated the company and production in Eupen ceased in 1942 because of shortages. Company managers had moved some supplies to Antwerp in advance, and part of the production was reportedly made there by de Beukelaer under the Jacques name. Eupen production resumed in 1945, followed by modernization and expansion in 1946. During the postwar decades, Jacques grew strongly, supported by its filled bars, an expanding flavor range and promotional collectible images placed in wrappers. By 1960, the company was reported to have reached turnover of 100 million Belgian francs, and by the 1960s its special bars were available in dozens of varieties. Its collectible cards and albums covered subjects including transport, geography, the Belgian royal family and Belgian Congo, creating a lasting collector culture around the packaging. From the 1970s onward, changing European confectionery markets led to a series of ownership and distribution changes. Jacques joined Continental Sweets Belgium in 1976 and became part of the Stollwerck Group in 1982 while retaining its brand identity. Stollwerck investment helped move production to a newer industrial site in Eupen in 1987, followed by expansion in 1993. A chocolate museum and visitor facility opened at the Eupen site in 1993, presenting the history of cocoa and chocolate, machinery, molds, packaging, advertising and the Jacques product range. The company committed in 2001 to using cocoa butter rather than vegetable fat in its products and received the AMBAO label from the Belgian Ministry of Economic Affairs. After Barry Callebaut acquired Stollwerck in 2002, Jacques became part of Barry Callebaut's group and was described as one of the leading chocolate brands in Belgium. Operational restructuring followed Barry Callebaut's cooperation with Natra in 2009, including the closure of Jacques's liquid-chocolate department and the relocation of related processing and storage activities. In 2011, the Stollwerck businesses, including Jacques, were acquired by Baronie and the Belgian operations were traded as Sweet Products Chocolate. The Eupen factory and museum later faced declining sales and reported quality problems. The Eupen site was closed in January 2019, and the works council announced that the remaining plant closure would affect approximately 60 to 70 employees. Production at Eupen ended in May 2019. The Jacques brand itself continued, with production transferred or maintained at the company's Bruges facility. Its current range has included chocolate bars, filled bars, bread-topping chocolate products, sprinkles, block chocolate and chocolate drops for home dessert preparation. The brand therefore remains active even though its historic Eupen manufacturing and museum site no longer operate.
History
Antoine Jacques, a trained confectioner, established the company's roots in Verviers in 1890 with Jean Joseph Hardy. Their first factory produced gingerbread and confectionery, and the partners received a gold medal at the Liège Economic Exhibition in 1891. Chocolate was added in 1894, prompting a change in the company's name. Jacques acquired a steam engine in 1895 and separated from Hardy in 1896, after which he operated the business independently as A. Jacques with approximately 43 employees. The early enterprise experienced repeated setbacks. A factory fire in 1899 destroyed much of its machinery, equipment and stock, although the business recovered and won awards at exhibitions in Belgium and at the 1904 World's Fair in St. Louis. Internal theft allegations led to the dismissal of six employees and contributed to unrest and a prolonged strike in 1906. Flooding caused by the overflowing Weser River in February 1908 damaged significant parts of the operation. Production then stopped during the First World War. Antoine Jacques's son, who had been expected to succeed him, died in February 1919. Postwar demand for chocolate allowed the business to expand. In 1920 Jacques partnered with William Zurstrassen and incorporated as Chocolaterie A. Jacques Société Anonyme. The company moved its principal premises to Eupen in 1923, retaining the Verviers factory temporarily as a branch. Jacques withdrew from management between late 1923 and 1924, after transferring the chairmanship, selling the Verviers buildings and leaving the directorship. Product innovation became central to the brand's development. Noiseline, introduced in 1931, was an early filled, segmented chocolate bar and was subsequently refined into multiple flavors. A patent application followed in 1936. The bar's six breakable sections and varied fillings helped establish the product as Jacques's signature item; it later became associated with the Superchocolat name. In 1937, the Knight Jacques character was created and incorporated into the brand's logo and packaging. The German occupation during the Second World War again disrupted production. German authorities confiscated the company, and the Eupen plant closed in 1942 because raw-material stocks were unavailable. Some supplies had been transferred to Antwerp, where de Beukelaer made certain products bearing the Jacques identity. Production returned to Eupen in 1945, and the facilities were modernized and enlarged the following year. Jacques expanded substantially during the postwar period. Its filled bars were offered in increasingly large ranges of flavors, and turnover was reported at 100 million Belgian francs by 1960. From 1963, wrappers carried collectible images, and the company issued albums on subjects ranging from transport and Belgian geography to the royal family and Belgian Congo. A Pinocchio album associated with the magazine Tintin attracted particular attention in 1966. The company also promoted its products at international exhibitions and food-industry fairs, including Expo 58 in Brussels and trade events in Germany and Denmark. Corporate consolidation reshaped the business from the 1970s. Jacques joined Continental Sweets Belgium in 1976 and entered the Stollwerck Group in 1982, keeping its name and logo. Stollwerck investment supported a move to a newer Eupen industrial site in 1987, with further building expansion in 1993. That year the site also gained a chocolate museum, which displayed historical packaging, advertising, machines, molds, porcelain, production explanations and examples from the brand's range. Visitors could view manufacturing from an elevated walkway, and the facility included a shop. In 2001, Jacques committed to using cocoa butter rather than vegetable fat and received the AMBAO label. Barry Callebaut's acquisition of Stollwerck in 2002 placed Jacques within the Barry Callebaut group. A 2009 operational reorganization connected to cooperation with Natra led to the closure of Jacques's liquid-chocolate department, with storage and processing redistributed to other facilities. Baronie acquired the Stollwerck group in 2011, after which Jacques was operated within Sweet Products Chocolate. The Eupen operation later contracted. By 2013, the site reportedly had about 30 employees and 100 workers operating on a single production line. The works council announced in October 2018 that the plant would close in 2019. The factory and museum closed in January 2019, and production at Eupen ended in May. Declining sales and quality deficiencies were cited in the closure account. The brand survived through production in Bruges, retaining a range based on chocolate bars, filled bars, bread toppings, sprinkles and chocolate products for home preparation.
- 2019
Eupen site closes
[1]The Eupen factory and museum close, while the brand continues to be produced in Bruges.
- 2011
Becomes part of Baronie
[1]Baronie acquires the Stollwerck businesses, including Jacques.
- 2002
Becomes part of Barry Callebaut
[1]Barry Callebaut acquires Stollwerck, bringing Jacques into its group.
- 2001
Cocoa-butter commitment
[1]Jacques commits to using cocoa butter rather than vegetable fat and receives the AMBAO label.
- 1993
Eupen chocolate museum opens
[1]A museum and visitor facility opens at the Eupen premises.
- 1987
New Eupen industrial site
[1]Production moves to a larger, more modern site in the Eupen industrial area.
- 1982
Joins the Stollwerck Group
[1]The brand enters the Stollwerck Group while retaining its established name and logo.
- 1976
Joins Continental Sweets Belgium
[1]Jacques becomes part of the Continental Sweets Belgium distribution structure.
- 1963
Collectible images enter wrappers
[1]Chocolate-bar packaging begins featuring collectible pictures and supporting album programs.
- 1945
Postwar production resumes
[1]Manufacturing restarts in Eupen after the Second World War.
Products and positioning
A Belgian heritage chocolate brand centered on accessible milk chocolate, filled and segmented bars, household baking formats and nostalgic packaging traditions.
Filled chocolate bar · 1931
Noiseline
Introduced in 1931, Noiseline is a segmented chocolate bar designed to be broken into individual pieces. Its development established the format that became central to Jacques's identity. Later versions used different fillings and flavor combinations, and the product's evolution led to the associated Superchocolat range.
Filled chocolate bar · 1936
Superchocolat
Superchocolat is the best-known development of Jacques's filled-bar tradition. The bar is divided into six breakable sections and has been described with multiple fillings, including mocha and rum, banana, fruit, praline, biscuit and nut variants. It became a major commercial product and a defining part of the brand's twentieth-century heritage.
Chocolate bread topping
Matinettes
Matinettes are thin chocolate products intended for use as bread toppings. The range has been offered in three types and represents Jacques's role not only as a confectionery brand but also as a supplier of everyday chocolate products for the Belgian household market.
Chocolate sprinkles
Hagelslag
Hagelslag is a chocolate-sprinkle product sold in three types. It is used as a topping and fits the brand's broader portfolio of household chocolate formats rather than its traditional filled-bar specialization.
Plain chocolate bar
Chocolate bars
Jacques has offered several standard chocolate bars alongside its filled and segmented specialties. The documented selection includes three types of conventional bars, supporting the brand's broad retail chocolate range.
Cooking chocolate
Block chocolate
Block chocolate is sold for preparation uses including mousse and chocolate milk. This format extends Jacques into baking and dessert preparation, complementing its consumer-snacking products.
Cooking chocolate
Chocolate drops
Chocolate drops are intended for sauces, mousse, desserts, ice cream and other preparation applications. The documented range includes two types, providing a small-format ingredient option for home users.
Filled chocolate bar · 1934
Mokaline
Mokaline was a historical Jacques product registered in 1934 and offered in multiple variations. It belongs to the period when the company was developing a wide portfolio of flavored and filled chocolate bars.
Chocolate bar · 1938
Royal Jacques
Royal Jacques was a historical chocolate-bar line registered in 1938 and produced in several variations. It reflects the brand's prewar expansion of named specialty bars.
Chocolate bar · 1959
Elysee
Elysee was a historical Jacques chocolate bar registered in 1959. It formed part of the brand's postwar portfolio of individually named chocolate products.
Marketing campaigns
- 1966Pinocchio album
Belgium
A Jacques scrapbook featuring Pinocchio imagery was published in connection with the comic magazine Tintin.
Outcome. The album received particularly positive attention within the brand's collectible-image program.
- 1963Collectible wrapper images and albums
Belgium
Jacques placed collectible images in chocolate-bar wrappers and supported them with albums. Topics included transport, geography, the Belgian royal family and Belgian Congo.
Outcome. The program created a durable collecting culture around Jacques packaging and remains part of the brand's heritage.
- 1958Expo 58 participation
Belgium · International trade fairs
Jacques presented itself at Expo 58 in Brussels as part of its broader participation in international exhibitions and food-industry fairs.
Outcome. The participation supported the brand's international trade visibility, although a specific commercial result is not documented.
Brand decisions
2019
Closure of the Eupen factory and museumStrategyBackground
The site faced declining sales and reported quality problems, and its workforce had fallen to a much smaller production operation.
Action taken
The Eupen factory and museum were closed, with Jacques production continuing in Bruges.
Aftermath
The closure ended Jacques's historic Eupen manufacturing and visitor presence but did not end the brand.
2011
Transfer to Baronie ownershipM&ABackground
Baronie acquired the Stollwerck Group and its confectionery brands.
Action taken
Chocolat Jacques became part of Baronie and was operated under Sweet Products Chocolate.
Aftermath
The brand remained in production, but the Eupen operation later contracted and was ultimately closed.
2009
Liquid-chocolate department closureStrategyBackground
Barry Callebaut's cooperation with Natra prompted a reorganization of liquid-chocolate activities.
Action taken
Jacques closed its liquid-chocolate department, with liquid chocolate stored at the Callebaut facility in Lebbeke and processing assigned to a Polish facility.
Aftermath
The decision narrowed the Eupen site's production responsibilities and contributed to the continuing restructuring of the operation.
2002
Integration into Barry CallebautM&ABackground
Barry Callebaut acquired the Stollwerck Group, which owned Chocolat Jacques.
Action taken
Jacques became part of Barry Callebaut while continuing to operate under its established brand identity.
Aftermath
The brand was subsequently affected by wider group production and supply-chain decisions.
2001
Switch to cocoa butter-only chocolate formulationsStrategyBackground
The brand responded to ingredient and quality positioning considerations in the Belgian chocolate market.
Action taken
Jacques committed to using cocoa butter and not vegetable fat in its products and received the AMBAO label.
Aftermath
The commitment became a documented quality and formulation milestone for the brand.
Recent events
- 2019
Eupen factory and museum close[1]
Other
The Eupen factory and its chocolate museum closed, while the Jacques brand continued to be produced in Bruges.
- 2018
Eupen factory closure is announced[1]
Other
The works council announced that the Eupen production site would close in 2019, citing declining sales and quality problems reported since 2011; approximately 60 to 70 employees were expected to be affected.
- 2011
Baronie acquires the Stollwerck businesses[1]
M&A
Chocolat Jacques became part of Baronie and was subsequently operated under the Sweet Products Chocolate structure.
- 2009
Liquid-chocolate operations are reorganized[1]
Other
Following Barry Callebaut's cooperation with Natra, Jacques closed its liquid-chocolate department and related storage and processing activities were moved within the wider production network.
- 2002
Barry Callebaut acquires the Stollwerck Group[1]
M&A
The acquisition brought Chocolat Jacques into Barry Callebaut's corporate group together with the Stollwerck businesses.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/chocolat-jacques · Editorial policy · How profiles are compiled