Belgian Chocolate Leonidas

Leonidas Confiserie SA is a chocolate producer with an international presence, based in Belgium. The company's focus is pralines (chocolate shells with soft fillings, called Belgian Chocolate in English-speaking countries); it also sells marzipan, solid chocolates, and other confections. The company is named after its Greek founder, Leonidas Kestekides, a confectioner who moved from Anatolia to the United States in the late 1800s. The logo used on Leonidas chocolates shows an effigy of the Greek warrior Leonidas, King of Sparta.

In 1900, Leonidas Kestekides travelled for the first time to France to attend the international food fair as an exhibitor. In the 1910 World Fair in Brussels as a member of the Greek delegation from the United States, he was awarded the bronze medal for his chocolate confectionery and the gold medal for his patisserie/ tea room located at the Veldstraat in Ghent. In the 1913 World Fair in Ghent, he had the idea of enrobing with dark chocolate fruits confit from Anatolia.

During his visit, Leonidas Kestekides met a young woman from Brussels and settled permanently in Belgium. He opened tea-rooms in Brussels, Ghent and Blankenberge. In 1922 he was joined by his nephew Basile, niece Efthalia and her husband Prodromos Daskalides who moved from Constantinople (today Istanbul, Turkey) to Ghent and who was importing in collaboration with his eldest brother Dimitrios Kestekides, also located in Constantinople, delicate ingredients including almonds from the family plantation in Nigde (Cappadocia) and other sweets such as Loukoum and fruits confit.

In 1934, at the Blankenberghe Tea Room, his nephew Basile Kestekides had the idea to dip some excess coffee butter cream made for pastries into white chocolate instead of the traditional fondant sugar. Basile sent his young nephew Jean Daskalides to try to sell them on the street. It was an immediate success.

In 1935, Basile Kestekides moved from Ghent to Brussels. At first, he marketed his innovative idea (called Manon ) with additional walnuts and hazelnuts on a street cart at the corner of the Boulevard Anspach and la Bourse in downtown Brussels near the famous Grand place and the office of the mayor.

In 1938, the popular mayor Adolphe Max, a devoted client, bought a Manon every morning while walking his dog. He helped Basile to find a store front on Anspach Boulevard, one of the most prestigious streets at the time. Basile incorporated the logo of an effigy of the king of Sparta, Leonidas, in honour of his uncle. He also created the famous concept "Guillotine windows" (selling out of an open window to the street). Freshness and affordable pricing were the key of his incredible success.

Dr Alexandros Kestekides, came to Brussels in 1940 to help his brother Basile Kestekides by adding new flavours to the chocolates and the pralines. With him came his beloved wife Helen Kestekides who was the artistic mind of the family. She decorated all the shops in Belgium and gave them a more elegant look. With profound love, Dr Alexandros Kestekides and Helen Kestekidou continued helping and improving the family company until late 1998, leaving their only daughter Vasiliki Kestekidou in their place.

Dr Alexandros Kestekides was president of the family company from 1970 until 1998. From 1986 until 1992 Vasiliki Kestekidou was assigned to inspect and administrate the family business.

The company was administrated by Dr Jean Daskalides from 1970 until 1992 when he quit his position and was replaced by Vasiliki Kestekidou. In 1985, Yanis Kestekoglou due to a severe illness had to step down and be replaced by his eldest daughter Maria Kestekoglou and his son Dimitrios Kestekoglou.

The last decade the administration of the company is assigned to other than family members who are selected by the Board of Directors.

Leonidas has over 1400 retail outlets all over the world.

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