On February 28, 2009, Barry Callebaut sold 100% of its Asian consumer company Van Houten Singapore to The Hershey Co. Barry Callebaut will retain ownership of the Van Houten brand and give Hershey an exclusive license to the Van Houten brand name and related trademarks in Asia Pacific, the Middle East and Australia/New Zealand for consumer products. Barry Callebaut will continue to use the brand name in its gourmet and vending mix business worldwide. The financial details of the transaction were not disclosed.