Belgian chocolatier Guylian is set to reveal its refreshed travel retail-exclusive range at next month’s TFWA Asia Pacific Exhibition in Singapore (Basement 2, F18).
Sporting a new look, which was featured at the TFWA World Exhibition in Cannes last year, the line-up includes Original Guylian Seashells, Guylian Tablets, Guylian Temptations and the brand’s Master’s Selection. It also introduces a newcomer – Dark Praliné Seashells – to coincide with the Singapore show.
Guylian will also present new display material to support the channel-exclusive products which target gifting and self-consumption.
Rebranding has included an improved recipe and packaging, underlining Guylian’s commitment to sustainability. All new packaging is fully recyclable as the brand seeks further ways to reduce the use of paper and plastic.
Guylian’s new blue-green colour palette references the North Sea, where the brand’s founders found inspiration for their first chocolate seashells in 1958. There is also a nod to the Brussels skyline and packs include a ‘traveller’s exclusive’ stamp.
Guylian Dark Praliné Seashells feature 72% dark Belgian chocolate from 100% Fairtrade cocoa. In travel retail, the new line, which has already attracted “very positive and promising” consumer test results, will be presented in a 30-piece, 337g gift box, and will be available in-store from early May.
Guylian CEO Tom Snick said: “The enthusiastic feedback from consumers and customers in different markets across the world excites us and make us strongly believe this can become our number one product globally.”
The Original Guylian Seashells also feature Fairtrade cocoa, with natural ingredients palm oil and soya free.
Dubbed as a “gourmet souvenir”, Guylian Master’s Selection is available in 117g and 185g gift boxes, containing 16 and 25 chocolates respectively.
Flavours include Coffee Cardamom, Mocha, Almond Praliné, Caramel Pineapple, Signature Praliné and Orange.
Highlighting trends in the global chocolate market, Guylian noted an increase in both consumption and production. Regions such as Europe and North America “have contributed heavily to this growth, while Asia Pacific is considered one of the key regions”, according to the chocolatier.
Guylian cited the Asia-Pacific Chocolate Market Outlook 2027 research report which indicates that the chocolate market in Asia Pacific is expected to grow at a CAGR (compound annual growth rate) of +8.28% during the forecast period.
“The chocolate market is booming as dark and sugar-free chocolates are becoming increasingly popular among consumers,” Guylian added, with the Asia Pacific region “the second fastest-growing market for chocolate”.
“The cocoa and chocolate market in Asia Pacific is gaining significant popularity on the back of growing demand for premium products, product innovation and branding, along with growing awareness of the health benefits of chocolate” – Guylian
“Rising disposable income and Western influence are key drivers in this region. There are lucrative growth opportunities in handmade chocolates and chocolate-based products. Seasonal and festive sales are likely to be strong in developing Asian economies, such as India.”
Guylian also noted that chocolate has “always been seen by Asian consumers as an exotic delight, as it could be presented as a luxury gift or consumed on a special occasion”.
“The bean-to-bar concept, which predicts that consumers will view premium chocolate with higher cocoa content as a luxury rather than a necessity, is expected to boost demand.”
Guylian continued: “The cocoa and chocolate market in Asia-Pacific is gaining significant popularity on the back of growing demand for premium products, product innovation and branding, along with growing awareness of the health benefits of chocolate.
“Dark chocolate is the fastest growing segment due to its antioxidant properties, free radicals and flavonoids, which help in cancer prevention, heart health and cognitive ability. The cocoa polyphenols also help control cholesterol levels, increasing consumption of dark chocolate.”
Guylian also underlined the role flavours play in increasing popularity, “leading manufacturers to introduce new formats and categories to meet the new market demand”. 
