Chocolaterie Guylian, world-famous for its chocolate sea shells, is carrying out a thorough modernisation. The chocolate with hazelnut praliné, sold across four continents and in 120 countries, now comes in new packaging and with an upgraded recipe.
After almost 60 years of conquering the world, the Guylian brand is in need of a metamorphosis, in more ways than one. “By changing our design and brand, we also want to introduce a broader target group to the unrivalled taste of our premium Belgian chocolate,” says Tom Snick, CEO of Guylian. “The packaging will have a more contemporary and fresh design, while retaining the luxurious look.”
From relaunch, Guylian will offer a selected limited curated range, which will be available all year round. The focus is on the seashells and seahorses, as well as on the ‘Temptations’ (individually wrapped seahorses) and our range of 100g premium bars. In addition, Guylian will be launching themed packaging around the key gifting occasions of Valentine’s Day, Mother’s Day, Easter and Christmas. Finally, the packaging for the duty-free channel will also get a makeover. The new packaging will be available in-store from April.
The innovation at Guylian, which has led to both a new look and feel and a much more sustainable approach, has also had an impact on the time-honoured recipe. The blending of dark, white and milk chocolate and the praliné filling is what makes Guylian’s Sea Shells such a success. Guylian will only use the best hazelnuts, which will be roasted in their shells to give Guylian products an even more intense and irresistible taste.
