Guylian Voyage has been made especially for GTR.

At the TFWA World Exhibition in Cannes, Belgian chocolate brand Guylian is sharing an exclusive preview of its Voyage collection for global travel retail, featuring East-Asian flavour staples such as Ube and Yuzu.

The move demonstrates that while the brand’s sea-inspired shaped chocolates remain a signature part of the offering, Guylian (Mediterranean Village P19) is sharpening its approach to the channel with an increasingly developed portfolio around the travel occasion.

New, premium offerings include gifts that capture a sense of place and flavours that give travellers something new to discover along the way.

“We can’t wait to become the Belgian chocolate partner to global travel retail,” said Ghassan Abdelnour, Senior Strategist Portfolio & Innovation.

“Our confidence comes from innovation rooted in industry and shopper insights, trending flavours, and our ability to deliver quality you can taste.”

Voyage is not Guylian’s first initiative within the new strategy. Earlier this year, the brand launched the limited-edition Japanese Matcha variant of its individually wrapped Seahorses. This innovation is part of a flavour range, available in newly designed sharing pouches.

Premiumisation through flavour innovation also extends to a travel retail classic: the souvenir.

While Guylian argues that the confectionery category has traditionally focused on pack-design in this respect, its Destinations Collection brings flavour into the fold.

Vibrant, postcard-styled packaging is paired with a selection of Belgian-inspired pralines featuring Dame Blanche and Cerise Intense.

Left: Guylian Voyage. Right: Limited-edition Japanese Matcha Seashells.

In other news, Guylian is strengthening its global travel retail team with the appointment of Lymarie Prudencio as Channel Lead for the Americas.

In her new role, Prudencio will lead the further development of the company’s business across North and South America, spanning both duty-free and duty-paid.

Working closely with partners across the region, she will focus on strengthening the brand’s presence, unlocking new opportunities and supporting the next phase of growth.

Her appointment forms part of a broader push to strengthen Guylian’s GTYR business through experienced leadership, closer partnerships and a more ambitious innovation pipeline.

Lymarie Prudencio has been appointed Channel Lead for the Americas at Guylian.

“I am happy to welcome Lymarie to Guylian, and personally excited to work with her again,” said Leen Baeten, CEO Guylian.

“I know first-hand the experience, network and energy she brings, and I am confident she will make a real impact on our performance in the Americas.

“We are entering an exciting new phase for our GTR business as we strengthen the team with deep industry expertise and senior leaders who are well known across the channel.

“At the same time, we are bringing more innovation into travel retail – from new concepts to new categories such as drinks.

“We are committed to deepen our partnerships and create real differentiation and energise the channel, ultimately leading to a stronger role for Guylian in the category.”

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