Premium Belgian chocolate business, Guylian has delivered an additional packaging refresh for its line of flagship line of seashell-shaped, hazelnut praliné filled chocolates, reports Neill Barston.
As the company explained to Confectionery Production, it first unveiled a major revamp of its branding two years ago, with its latest move going further as part of Chocolate Week (16-20 October) in removing plastic film from the outside of each box.
This will be replaced with a central closure which opens in two parts for easy access to the marbled chocolates, which have retained a notably strong following, particularly within the travel retail markets.
As Guylian noted, the distinctive story of the company’s creation in 1958 is also revealed upon opening the box, immortalising the romantic history of the brand.
Brought together by their love for each other and for chocolate, Belgian chocolatier Guy Foubert and his fiancée Liliane created the chocolate Seashells as an homage to their relationship and their honeymoon on the Belgian coast. The newlyweds combined their first names to form ‘Guylian’ and released the Original Seashells shortly after.
As the company added, it remains strongly committed to cutting waste both in packaging and the production process, with food waste in the production site in Sint-Niklaas at just 0.1%. Its chocolates are also produced with exclusively Fairtrade-certified cocoa, using 100% ingredients of natural origin.
Chocolate lovers are invited to celebrate Chocolate Week and indulge in the irresistible Seashells, which are crafted from the finest Belgian chocolate and Mediterranean hazelnuts.
The company’s present range is available across Europe, and in the UK, will be available from stores including Asda, Ocado, Waitrose, Morrisons, Sainsbury’s and Tesco.
