Belgian chocolate brand Guylian will be presenting its products at the travel retail range at the TWFA World Exhibition & Conference in Cannes, the Duty Free & Travel Retail Global Summit. Presenting its two new premium assortment boxes ‘Les Exclusives’ and ‘Belgian Seashells Collection’ and the revamped Multi-pack, the company is catering to the specific needs of travellers.
Partly due to the relaunch of Guylian’s Master Selection at Cannes last year, the company’s travel retail range is working its way into the premium chocolate category. Earlier this year, Guylian introduced the Dark Praline Seashells to mark its 65th anniversary this year. The Dark Praline Seashells are a variation on the classic recipe, filled with dark praline made from in-house roasted hazelnuts and coated in 72% dark Belgian chocolate.
Since its rebranding in 2022, the travel retail range can be recognised by its blue-green colour adorning the packaging in a nod to the North Sea, where the company founders got inspiration for creating chocolate seashells in 1958.
“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),” explained Sven Adriaenssens, Senior Channel Manager Travel Retail & Duty Free at Guylian.
To 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, across the company’s product portfolio.
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Caitlin Gittins
Editor, International Confectionery
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