Guylian launched the latest addition to its travel retail range, Guylian Dark Praliné Seashells, at TFWA Asia Pacific in May
Belgium based Chocolaterie Guylian launched the latest addition to its travel retail range, Guylian Dark Praliné Seashells, at TFWA Asia Pacific in May. According to Sven Adriaenssens, Senior Channel Manager, Travel Retail & Duty Free at Guylian, the addition is a reaction to the fast-growing dark chocolate global trend within the confectionery category. Based on data collection from consumer testing on purchase drivers and intentional shopping trends, he says more than likely this shift is mainly due to an increase in health-conscious consumers.
“This successful launch supports Guylian in further developing additional flavors that can extend the strong reputation of its iconic praliné made from in-house roasted hazelnuts,” shares Adriaenssens.
Elaborating on the tendency of shoppers, Guylian is also responding to the consistent decline in gifting over the previous three years. Despite this fact, the company has accepted the challenge to approach the category differently – even with the line between gifting and sharing becoming thinner. This is especially the case within the fine chocolate segment. With this in mind, the brand is focusing more on assortment boxes that suit moments of sharing; this way, spending time with family and friends becomes the gift as opposed to the product.
“Similar to the shift in gifting, we have seen a switch from quantity to quality in Asia Pacific. As a premium brand, we can only promote this trend and anticipate the right assortment for each moment or situation including the health-related considerations among shoppers. The growing demand for dark chocolate products is a direct consequence of this mindset. We will continue to adapt our assortments to the relevant consumer needs, which often differ from region to region or culture to culture,” says Adriaenssens.
Brand origin story
When asked about the creative process of its new global brand campaign, which features a sea-centric color palette and includes wall bays, gondolas, light boxes and podiums, Adriaenssens says it is based on the love story between founders Guy and Liliane Foubert. The two created Guylian Belgium Chocolates in 1958 and the couple is at the center of the brand’s origin story.
“[Guy and Liliane] share a passion for the sea and spend time on the Belgian coast. This location is the start and context of a unique story about creating seashells made from Belgian chocolate. A lighthouse on the picturesque Belgian coast seen in the ad placements, the green color of the North Sea displayed on the new packaging; the copper colors in the imagery, which reference the kettles used for hazelnut roasting; it all comes together new in the brand,” he explains.
Along with its campaign, Guylian is also proud to be a frontrunner within the sustainability movement. Described as the most profound part of its product presentation is the use of 100% Fair Trade cocoa. Additionally, it is responsible for using a carbon neutral production facility and creating less than 0.1% food waste during its production process.
