BELGIUM. Chocolaterie Guylian claims to have the market covered for praline chocolates but it has found a new way to grow. Since launching the Guylian Praline Cream Liqueur last October, at the TFWA World Exhibition in Cannes, the company says there has been a very positive reaction.
The first listings were secured with P&O Ferries, SeaFrance, Eurotunnel, Brussels International Airport. Coming soon, the product will also go instore with Gebr Heinemann outlets in Germany and Turkey, Hellenic Duty Free, Alpha Retail, Brasif and CDG Participations at Paris Charles de Gaulle Airport.
“There are also possibilities in Latin America too,” said Guylian export manager Eugene Van Herrewege. “We have everything covered in chocolates so this is a good way to introduce more customers to Guylian.”
Van Herrewege said there are still one or two barriers to chocolate imports, for example in Argentina where Belgian chocolates and dairy products are still banned, dating back to the foot & mouth and BSE outbreaks. The company’s symbolic sea horse emblem and the Sea Shells chocolates is well received in the Caribbean. Here some islands are supplied direct by the company and some by distributors via Miami.
The 70cl Guylian Praline Cream Liqueur at 16% ABV has a Dutch cream and whisky base with a light hazelnut taste. For mainly new points of sale it also available is a twin gift pack with 125g of Sea Shell chocolates at no extra cost. This has proved a strong entry strategy into new outlets, supported by tastings, and retailers have the option to go for liquor shelf space, confectionery or both. Price is €20-25 in Europe and US$25-30 in US duty free.
Guylian was also at Duty Free Show of the Americas last week to launch its new strawberry filled Summer Cream chocolates which are going into stores from March to August 2004. Another new line Winter Cream, with a biscuit and cinnamon flavour will hit the shelves from Septemer to November. It seems seasonal themes are spreading beyond the fragrance category.
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