Chocolaterie Guylian gets new brand identity with improved recipe

Chocolaterie Guylian, famous for its chocolate sea shells, has unveiled a thorough modernization, with new packaging and an upgraded recipe.

The chocolate with hazelnut praliné, sold across four continents and in 120 countries, is also taking its responsibility regarding sustainability seriously, with recyclable packaging, 100% CO2-neutral production site, 100% Fairtrade chocolate  and 100% palm oil free credentials.

“By changing our design and brand, we also want to introduce a broader target group to the unrivalled taste of our premium Belgian chocolate,” said Tom Snick, Guylian chief executive. “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 its 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.

The innovation at Guylian has also had an impact on the time-honoured recipe. The brand said it will only use the best hazelnuts, which will be roasted in their shells to give Guylian products an even more intense and irresistible taste.

“Our strong brand awareness and iconic product have long  been the strength of our brand. By giving it a modern twist, we want to appeal to a wider audience and become brand loved by all. Belgian chocolate is known in all corners of the world and appeals to all markets,” Snick added.

“At Guylian, we produce 800 million chocolates a year, and they travel all over the world. But with this modernisation of our brand, our unique chocolate and our strong commitment to sustainability, we want capitalise on our position as the world’s favourite Belgian chocolate.”

The new packaging will be available in store from April.