Guylian expands product line with new caramel sea salt flavour chocolate
The flavor pays homage to Guylian’s Belgian coastal heritage, adding a touch of nostalgia to its innovative offerings.
SINGAPORE – Guylian, a renowned Belgian chocolate brand, has announced plans to unveil its new Caramel Sea Salt flavour at the TFWA Asia Pacific 2025.
Featuring individually wrapped seahorse-shaped chocolates, the company will highlight an innovative approach to flavours and sustainability, spotlighting Guylian Temptations by introducing new Salted Caramel chocolates.
The company said adding this balanced sweet-salty taste to the mix caters to ever-changing consumer preferences. By adding sea salt, Guylian hints back to its origin story on the Belgian coast.
Guylian Temptations’ renewed flavour mix will primarily be available for travel retail in premium tube and pouch format, which is excellent for gifting or as a special treat.
Guylian appoints Leen Baeten as Chief Executive Officer
The news comes after the company appointed Leen Baeten as the new Chief Executive Officer. Baeten joins the chocolate maker from Godiva Chocolatier, where she has spent the past 14 years in various marketing and leadership positions, culminating as head of business for Europe and marketing director for Europe, the Middle East, and Africa.
Baeten said: “I am thrilled to join Guylian and lead us into a new, exciting chapter. Together, we will build on our brand’s rich Belgian heritage and drive innovation to deliver exceptional chocolate experiences to our customers.”
She added that marketing would generate value for all stakeholders, including employees, consumers, business partners, society, and the planet.
Additionally, she emphasised the need for insights and a long-term approach to highlighting the brand’s positive impact, building brand equity, and ensuring the company’s sustainability in the future.
Guylian unveils new eco seashell packaging
Recently, the chocolate business delivered an additional packaging refresh for its flagship line of seashell-shaped, hazelnut praliné-filled chocolates.
The company has removed the plastic film from the outside of its chocolate boxes, replacing it with a central closure that opens in two parts for easy access to the marbled chocolates.
Sven Adriaenssens, Senior Channel Manager Duty Free & Travel Retail, commented, “We are extremely excited and proud to establish another milestone in driving the sustainability agenda.
“Especially in the travel industry, where all stakeholders – including travellers – are conscious of their footprint and constantly seek ways to minimise the journey’s impact. This impressive plastic reduction will be noticed and appreciated by everyone involved”.
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