Guylian showcases latest chocolate series at major Cannes conference

Belgian chocolate brand Guylian has showcased its latest series at the TFWA World Exhibition & Conference in Cannes, the Duty Free & Travel Retail Global Summit, with both a new duty free range and a reviewed Master’s Selection, writes Neill Barston.

According to the company, both lines will be available exclusively in the travel retail channel and duty free shops from the middle of this month, with the luxury resort event gaining a sneak peak at the series’ improved line-up.

As the business noted, like air traffic, duty free sales have also increased in recent months, making it a key moment for Guylian to announce the new look and feel of its new duty free range, which is fully in line with the recently launched new packaging.

Characteristic for this duty free range is the blue-green colour which refers to the North Sea – where the founders in 1958 found their inspiration for chocolate seashells, the famous Brussels skyline in the background as well as the “traveler’s exclusive” stamp on the packaging. Furthermore, since September 2022 all Guylian packaging is 100% recyclable.

The recipe has also been improved. This new version contains whole and traditionally roasted hazelnuts and focuses on an intense taste experience. The number one change is that since June 2022, the chocolate brand only uses 100% Fairtrade cacao.

Moreover, the Guylian  Master’s Selection was also given a new, stylish look, designed as a gourmet souvenir within the premium segment. The selection was given a sustainable new look and feel and, thanks to the use of cardboard, is 100% plastic-free. You can choose between a 117-gram box with 16 chocolates or a 185-gram version with 25. The Master’s selection contains unexpected and exotic recipes, as well as more classic flavours like the original Guylian praliné, all inspired by the creativity and expertise of Guylian’s Master Chocolatiers. The delicate pralines are meticulously crafted with carefully selected ingredients of the highest quality, Fairtrade cocoa and do not contain palm oil or soy, in line with Guylian’s sustainability policy. Master’s Selection is exclusively available in the Travel Retail channel and duty free shops.

Both the duty free range and Master’s Selection are in line with Guylian’s recent and determined commitment to 100% Fairtrade. Thanks to this courageous step, $500,000 worth of Fairtrade bonuses will go to West African cacao farmers and their cooperatives in the Guylian supply chain. The cooperative will then decide how to invest the bonuses.

All new packaging is also fully recyclable. Guylian is looking for ways to further reduce the use of paper and plastic as well. Since the beginning of this year, the production site in Sint-Niklaas, Belgium, has also been fully climate neutral, which means that CO2 emissions have been reduced to the lowest possible level and all other emissions are compensated. Finally, as of 2018, palm oil and soy are no longer used in the production process in order to act against deforestation.