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World renowned: The Leonidas Belgian chocolate selection |
BELGIUM. Family-owned Leonidas showed its latest innovation in freshly made Belgian chocolates during the TFWA Asia Pacific show in Singapore last month.
Founded in 1913, the well-established company is new to travel retail, beginning sales in the sector only 16 months ago, despite a presence in Cannes since 2002. It has some 1,400 outlets in the domestic market, with 80% of those in Europe and the rest in Asia and the Americas.
Leonidas, a world leader in loose fresh chocolates, started offering one-year shelf life pre-packed pralinés, gianduja and caramel-filled chocolate assortments a year ago. Now the company has developed exclusive new technology (a new-concept ballotin), designed to preserve the freshness of its world-famous fresh butter cream pralines.
The new-concept ballotin, sold with a special cooler bag and stored in a chiller cabinet cooled to 15 degrees centigrade, enables retailers to sell fresh cream and butter-filled chocolates. It is meant to keep the product cool during the traveller’s onward journey and is available to travel retailers from September 2008.
Leonidas reported a very good reaction to the innovation from buyers at the Singapore show, and expects, thanks to a combination of sampling and a chiller cabinet presentation for airport stores, the same reaction from end consumers.
“Our key values remain freshness, heritage – the secret of our recipes has been preciously kept for one century – and generosity, as we want to be affordable to everyone,” Leonidas Global Travel Retail Manager Jean-Marie Beauvois told The Moodie Report.
In addition to the new-concept ballotin, Leonidas offers within the long-life Travel Retail range both small assortments containing Leonidas favourites (liqueur-filled chocolates or mendiants, for instance), milk and dark assortments in flat and easy-to-carry packs, luxury boxes and souvenir gifts such as metal gift boxes shaped like traditional Flemish houses and containing a box of long-life chocolates.
For details, contact Rudy de Becker, 41-43 Boulevard Jules Graindor, B-1070 Brussels, Belgium, tel: +32 2 522 19 57, fax: +32 2 522 09 43 or e-mail rdb@leonidas.be
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