Belgian chocolatier Guylian will launch the travel retail shopping-exclusive Guylian Golden Collection at the upcoming TFWA World Exhibition & Conference in Cannes (Mediterranean Village P13).
Guylian marked its 50th anniversary last year with the release of Guylian Master’s Selection, which forms part of the Golden Collection. Last year’s launch underlined a new strategy to differentiate travel retail from mass retail.
Guylian Managing Director Mieke Callebaut described the Master’s Selection as a “milestone” in the company’s journey to premiumise the brand. “Over the next two years, the full Guylian product range will become even more premium as all products and packaging will be rejuvenated and gradually relaunched,” she said.
In a move to become more sustainable, the company has also announced its intention to become the leading palm oil-free Belgian chocolate brand.
Guylian noted that palm oil has never been used in Guylian Sea Shell and Sea Horse chocolates, which are made from 100% cocoa butter and filled with Original Hazelnut Praliné and Dark Hazelnut Praliné. Guylian chocolates with truffle-based fillings are now also free of palm oil. According to Guylian, that oil has been replaced with shea butter and sunflower oil, to offer smoother and better-tasting chocolates which are “better for the planet and for the health”.
Guylian Sales Director Steven Candries said: “Guylian has a strong heritage and position in travel retail. Our products are available in 75% of travel retail shops globally. More premium, indulgent, sustainable and healthy Guylian chocolates, and a travel retail-exclusive range, will further create value.”
The Guylian Golden Collection targets sharing and gifting and includes 65g, 205g and 500g Guylian Sea Shells; 183g, 278g and 316g Guylian’s Temptations; 134g and 240g Guylian Master’s Selection and 215g and 305g Guylian Assortments.
