WILLEMSTAD – Products from the Curaçao-based ice cream and juice brand Lovers are now available in supermarkets in the Netherlands, marking a significant step in the company’s international expansion.
The products have recently been introduced in stores of the Dutch supermarket chain Jumbo, bringing the Caribbean brand to a wider European audience.
Lovers has long been a familiar name in Curaçao, as well as Aruba and Bonaire. According to those involved, the move into the Dutch market represents a new phase in the brand’s growth beyond the Caribbean region.
The expansion comes shortly after the company was declared bankrupt. Despite this, the brand confirmed last week that production would continue. The latest development suggests that efforts to restructure and reposition the company are already underway.
As part of its international strategy, a separate structure has been established to manage the brand’s intellectual property, including its name, recipes, and related rights. This entity focuses on licensing and distribution, allowing products to be produced and sold outside Curaçao.
The partnership with Jumbo significantly increases the brand’s visibility in Europe, while maintaining its identity as a Curaçao-born product.
For Lovers, the move signals both resilience and ambition, as the company seeks to rebuild and expand its presence following financial setbacks.