Guylian chocolate continues 65th anniversary celebrations with new premium ranges

Belgian premium confectionery brand Guylian has been celebrating its 65th anniversary with a special series of Dark Praliné Seashells, as the brand continues to evolve its packaging designs and renewed focus on sustainable sourcing, writes Neill Barston.

Notably, to mark the occasion the business returned to its roots on the country’s coast, cycling from East to West, sharing some of the chocolate joy that the company has brought to its customers around the world (see a special video of the event here).

The very apt 65km journey, included stops in ten different seaside towns, chocolate lovers will have the chance to taste the Original and new Dark Praliné Seashells in the unique seashell shapes as Guy and Liliane created them years ago.

As the company noted, for its fillings, its famous artisanal hazelnut praliné is combined with dark chocolate, consisting of  of 72% cocoa, intensifying the flavour experience. Significantly, the Dark Praliné Seashells, like the Original Seashells, they contain Fairtrade cocoa and 100% naturally sourced ingredients, plus they are also free from palm oil and soy.

Reflecting back on its history, the company noted that it all began as the vision of Guy Foubert. Born 85 years ago,  in Sint-Niklaas, he was destined to join the chocolate business from a young age. Equally sweet as his passion for chocolate was his love for Liliane.

pic: Guylian

After a romantic holiday on the Belgian coast, the engaged couple came up with the idea of creating a chocolate keepsake – which later turned out to be the beginning of Guylian’s iconic chocolate Seashells. Liliane focused on creating eleven exceptional Seashell shapes and devised the unique marbling in different chocolate shades. In turn, Guy worked on the hazelnut praliné filling, which still today provides the unique taste and texture. When the couple exchanged vows in 1958, they also decided to venture into business together. The newlyweds combined their first names to form Guylian and released their Original Seashells under that name, and have continued to export their range to customers across Europe and far beyond.

Travel Retail Global Summit

NotabltBelgian chocolate brand Guylian will present its innovations in the travel retail range at the TFWA World Exhibition & Conference in Cannes, the Duty Free & Travel Retail Global Summit between 1-5 October. With two new premium assortment boxes, namely Les Exclusives (327g) and Belgian Seashells Collection (362g) and the revamped Multi-pack (474g), Guylian meets the specific needs of travellers.

As the company added, siince its rebranding in 2022, the travel retail range can be recognised by its blue-green colour referring to the North Sea – where the founders got their inspiration for chocolate seashells in 1958, the famous Brussels skyline in the background as well as the ‘traveller’s exclusive’ stamp on the packaging.

Sven Adriaenssens, Senior Channel Manager Travel Retail & Duty Free at Guylian, said: “Besides a significant expansion of the Travel Retail range – no less than 15 products today – we have also adapted the packaging to the specific needs of travellers with a clear distinction in weight compared to traditional markets (250g).

Furthermore, the company explained that it had added additional measures increase the recognition of the ranges worldwide in-store, typical elements such as the lighthouse on the Belgian coast and the sea green and warm copper colours can be found everywhere in restyled wall bays, gondolas, lightboxes, podiums and displays.