Guylian unveils new-look duty free range and renewed TREX Master’s Selection

By Faye Bartle |

Guylian unveils new duty free range and Master's Selection.

Guylian’s TREX Master’s Selection and refreshed duty free range.

Belgian chocolate brand Guylian has refreshed its duty free range with a brand new look and feel. Plus, it has launched a renewed, travel retail exclusive Master’s Selection containing only ‘the best of the best’ chocolates.

The new-look duty free range is characterised by its blue-green colour packaging, which references the North Sea.

This is where the founders took their inspiration from for the famous chocolate seashells back in 1958.

The packaging, which is 100% recyclable, features the Brussels skyline, as well as the ‘Exclusive Traveler’s Edition’ stamp.

The recipe for the chocolates has also been improved.

The updated version contains whole and traditionally roasted hazelnuts for a more ‘intense’ taste experience.

A big change to note is that only 100% Fairtrade cacao has been used in the recipes since June 2022.

The duty free range comprises: the classic seashells in various portion sizes, the Temptations Mix in cylindrical packaging, a multi pack of pralines, Multi Pack Tablets and the classic Assortments.

The Guylian Master’s Selection

The Guylian Master’s Selection has also been given a sophisticated new look, with the gourmet souvenir box well positioned for the premium segment and standing out as ideal for gifting.

The Master’s Selection features ‘unexpected and exotic recipes’, as well as more classic flavours such as the original Guylian praliné – all created by Guylian’s Master Chocolatiers.

Guylian Master's Selection

Guylian Master’s Selection.

The ‘delicate’ pralines are crafted using carefully selected, high-quality ingredients, including Fairtrade cocoa.

Furthermore, they do not contain palm oil or soy, in line with Guylian’s overriding sustainability policy.

Additional eco-friendly attributes include the packaging being 100% plastic free, due to the use of cardboard.

Consumers can choose between a 117g box containing 16 chocolates or a 185g version housing 25.

There are six praline flavours to enjoy: Coffee Cardamom; Mocha; Almond Praliné; Caramel Pineapple; Signature Praliné; and Orange.

Guylian’s growing sustainability credentials

All Guylian packaging has been 100% recyclable since September 2022.

As mentioned, both the duty free range and Master’s Selection are 100% Fairtrade.

Guylian's new-look duty free range.

Guylian The Original Seashells – part of the new-look duty free range.

As a result, $500,000 worth of Fairtrade bonuses will go to West African cacao farmers and their cooperatives in the Guylian supply chain. The cooperative will then decide how to invest the bonuses.

Guylian is now investigating ways to further reduce its use of paper and plastics.

Since the beginning of the year, the company’s production site in Sint-Niklaas, Belgium, has been fully climate neutral.

Palm oil and soy have been excluded in the production process since 2018, in order to act against deforestation.

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