The Breakfast Club INTERVIEW: Charlie Mack & Shoaib Rasheed On ‘Bernard Callebaut’ Chocolate Brand Launch + More
Sep 26, 2025
In this engaging chat, Shoaib Rasheed, a chocolatier and entrepreneur behind the Bernard/Bernie chocolate brands, shares insights about launching premium organic chocolates in the U.S. He explains the heritage of Bernard Callebaut Chocolates and the importance of a no-processed-sugar approach for health and community impact. Listeners will discover how the brand plans to empower communities and give back while getting taste reactions to delicious samples. Plus, there’s buzz about future cannabis-infused products on the horizon!
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Buying A Fifth‑Generation Chocolate Legacy
- Shoaib Rasheed and partners bought a fifth-generation Canadian chocolatier and are launching the Bernard brand in the U.S.
- They emphasize premium, organic ingredients and build on a family legacy dating back to 1911.
Health Meets Purpose Resonates
- Charlamagne tha God reacted strongly to the product because it uses no processed sugar and links to community impact.
- That combination made the chocolate feel both healthier and purpose-driven to him.
Unexpected Product Convert
- Charlamagne praised the milk chocolate-covered gummy bears despite not liking gummies generally.
- He highlighted that the product's taste and community mission made him enthusiastic about supporting it.