New Guylian s Temptations Individually wrapped seahorse shaped chocolates for gifting and sharing

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1 ISM 2010 booth: Hall 10.2, C 031- C 039 January 2010 Sint-Niklaas, Belgium New gift concept for the premium boxed chocolates market from Guylian New Guylian s Temptations Individually wrapped seahorse shaped chocolates for gifting and sharing Guylian s Temptations are the brand s latest creation for the individually wrapped premium boxed chocolates segment. Guylian is renowned worldwide as a luxurious Belgian chocolate brand for gifting, especially for occasions like Christmas, Mother s Day, Valentine s Day, Easter, birthdays, etc. New Guylian s Temptations are a range of creative boxes for seasonal and informal gifting and sharing. Guylian s Temptations are premium quality chocolates made with fine Belgian chocolates with the well known Guylian taste. The chocolates are moulded in the trademark Guylian seahorse shape, the most recognisable shape of Guylian s chocolate Sea Shells selection and the icon of this leading Belgian chocolate brand. Three flavours Guylian s Temptations come in the three most popular flavours of the Guylian chocolates range, and are all created by Guylian s Maitre Chocolatiers. 1. Original Praliné (copper wrapper): a dark and white marbled chocolate seahorse filled with the Original praliné filling, which is made in the traditional way according to Guylian s unique recipe from roasted hazelnuts and fine Belgian milk chocolate 2. Dark Praliné (dark brown wrapper): dark chocolate shell made with 74% extra dark chocolate and filled with a roasted hazelnut praliné filling made with dark chocolate 3. Milk Truffle (blue wrapper): a delectable smooth milk chocolate truffle filling, encased in a shell of high quality Belgian milk chocolate 1

2 Packaging range The Guylian s Temptations flagship box is a new high value gift box of 196g/6.92oz with 18 chocolate seahorses. Remove the sleeve to reveal a golden square tray which can instantly serve as a stylish presentation bowl. The wrappers are made from luxurious matte foil with coloured wings to identify the flavour the flavours are also written on the wrapper. Each chocolate is hermetically sealed for maximum freshness and hygiene. In addition to the new premium gift box, there is a range of elegant tent shaped impulse packs for more informal gifting or everyday sharing and selfindulgence, consisting of a mixed pack and three mono packs of each flavour. Mixed pack Original Praliné Dark Praliné Milk Truffle 131g/4.62oz 128g/4.52oz 124g/4.38oz 126g/4.45oz About 12 pieces About 11 pieces About 11 pieces About 13 pieces The design of the Guylian s Temptations boxes features the key brand image elements which are the white colour, the Guylian chocolate seahorse on the front of each pack, the gold foiled Guylian logo with the important Belgian Chocolates baseline for instant brand recognition. Mieke Callebaut, Guylian s Sales & Marketing Director Europe, comments: We are very confident that this new range will tempt our trade partners as well as consumers globally. We build on our brand values of creativity, quality and great taste. We offer top quality Belgian Chocolates at an affordable price. We don t compromise on taste to ensure our consumers can experience, time after time, the excellent taste Guylian is renowned for. Our packaging is in line with the Guylian brand image and communicates the product s identity. Our products stand out on shelf attracting existing as well as new consumers. 2

3 New gift packs additions to core Guylian boxed chocolates range New value gift boxes for everyday gifting As well as the iconic flat square gift boxes, Guylian s core chocolates are also available in half size gift boxes at a lower price point. With a redesigned packaging to make them even more valuable gifts and an attractive price point, consumers can now offer their relatives and friends a truly luxurious gift with the original great tasting Guylian chocolates. With a worldwide financial crisis, it is important for a brand to meet its consumer s adjusted spending profile. With these restyled gift boxes, we can ensure that Guylian fans can continue to buy their favourite Guylian chocolates as a treat for themselves or as a gift, explains Mieke Callebaut, Guylian Marketing & Sales Director Europe. Guylian Opus Guylian La Trufflina Guylian Sea Shells Guylian Original assorted Belgian pralines assorted Belgian truffles Extra Dark Belgian chocolate Sea Shells Luxurious ready to give boxes Seasonal Guylian gift wrap ballotins Guylian offers its star products - Belgian Chocolate Sea Shells, La Trufflina Truffles and Opus Assorted Pralines - in new stylish ready-to-give ballotins. The hand wrapped gift ballotin remains a popular gift concept for consumers worldwide, particularly for the holiday period when consumers are short on time, comments Mieke Callebaut, Guylian Sales & Marketing Director Europe. 3

4 This Christmas you can choose between festive deep red for Guylian s Sea Shells Original Praliné, warm gold for La Trufflina truffles or stylish silver grey for Opus assorted pralines. The Guylian Seahorse icon is printed in glossy varnish on premium wrapping paper for a luxurious look. All ballotins have a stylish finish: a golden branded ribbon and a convenient From-To tag to personalize your gift. Assorted Sea Shells gift boxes Guylian Sea Shells Selection with marbled and dark chocolate Sea Shells Guylian Sea Shells Selection is a new luxurious assortment box combining two variations of Guylian s famous Belgian chocolate Sea Shells. As well as Guylian s original marbled chocolate Sea Shells made with roasted hazelnut praliné filling, the assortment also includes an extra dark chocolate varient. The dark chocolate has a high cocoa percentage of 74% for an intense and long lasting chocolate taste, and encases a new hazelnut praliné filling blended with dark chocolate. Last year, Guylian launched Dark Chocolate Sea Shells. They were well received by our consumers and as a result we have attracted new consumers who are typically dark chocolate lovers. We are now offering this assorted range to further respond to the growing demand for dark chocolate, adds Mieke Callebaut, Sales & Marketing Director Europe with Chocolaterie Guylian. Guylian Sea Shells Selection is available in three stylish gift formats: a 250g gift pack (22 pieces), a 375g gift box (33 pieces) and a 500g gift box (44 pieces). The white packaging is in line with the wellknown Guylian design, which also features a gold foil logo to support the premium positioning, a ribbon with a lighter colour for the marbled chocolate Sea Shells on the left and on the right a dark brown colour for the Extra Dark Sea Shells. 4

5 Innovation in Sea Shells range Guylian Sea Horses Strawberry limited summer edition with the iconic chocolate seahorses Guylian s brand icon is the seahorse and for many consumers the most loved shape in our chocolate Sea Shells collection. For the first time, Guylian is now able to offer consumers a range featuring only chocolate seahorses. The new Strawberry Sea Horses have a dark chocolate shell of 49% cocoa. This is in line with the growing popularity of dark chocolate. Its taste makes a perfect combination with the creamy strawberry filling, made with premium Belgian white chocolate and fresh natural strawberries. The new Guylian Sea Horses Strawberry are available in the distinctive Guylian square box, with accents of red with a golden inner tray, creating a premium look product. Guylian Sea Horses Strawberry come in a 155g gift pack (16 pieces) and will be available as limited summer edition. New luxury bars for self indulgence Brand new range of premium Guylian Belgian chocolate bars As well as its boxed chocolates gift items, Guylian has also a tradition in chocolate bars, positioned in the sharing segment as well as for own consumption. The new Guylian chocolate bars are made with carefully selected, high-quality ingredients and 100% cocoa butter. The range consists of 3 exquisite flavours: Dark 72% cocoa chocolate made with cocoa beans from Côte d Ivoire and Ghana, Milk chocolate (31% cocoa) with the choicest pieces of hazelnuts from the Mediterranean and White chocolate made with 100% cocoa butter and full cream milk powders with pieces of hazelnuts from the Mediterranean. Each flavour is unique in the market place because of its premium quality taste and finest chocolate texture. Combined with the high Guylian brand recognition and consumer likeability, this new bar range is sure to become another successful Guylian product for those that want to enjoy an indulgent snack, comments Mieke Callebaut, Guylian Marketing and Sales Director Europe. 5

6 No sugar added bars for consumers watching their sugar intake New Guylian No Sugar Added Bars with the great taste of Belgian chocolate More and more consumers young and old, on all continents - are watching their sugar intake. However, chocolate is often an indulgence that is hard to resist. Guylian now offers a renewed range of bars, made of the finest Belgian chocolate, without added sugar. Made from quality ingredients Guylian is renowned for, this new range does not compromise on taste. Guylian No Sugar Added Bars tastes just like premium quality Belgian chocolate with its celebrated balance of flavours and refined texture. Guylian No Sugar Added Bars are made with maltitol, a natural sweetener that has less calories than sugar, does not promote tooth decay, and will not raise blood sugar. It is produced with the same high-quality ingredients and traditional chocolate-making techniques as all Guylian products. The bars are also suitable for diabetics. The former range of 85g bars have been redesigned to slightly larger and thinner tablets of 100g, in order to deliver a better mouth sensation. The recipe has also been further refined to enhance the true chocolate experience. The Guylian No Sugar Added bars come in the two most popular flavours: dark chocolate (54% cocoa) and milk chocolate. About Guylian Guylian is the market leader in boxed chocolates in Belgium with a total worldwide turnover of 125 million US $ (2008). Guylian was founded in With a team of 250 employees, Guylian produces a wide range of Belgian chocolates in a state-of-the-art factory in Sint-Niklaas (Belgium), whilst still respecting its traditional chocolate-making heritage. Guylian exports to more than 100 countries on the European, Asian, Oceanic and American continents. Guylian sales teams in the UK, USA, France, Germany, Austria, Portugal, Spain and Asia ensure that Guylian products are available in all major supermarkets, department stores, chocolate specialty stores, travel retail and duty free shops. Around the world, Guylian is synonymous with quality Belgian chocolate. Quality is our first priority. A unique blend of West-African cocoa beans forms the basis of our premium Belgian chocolate, made with 100% cocoa butter. Only the best hand selected hazelnuts from the Mediterranean are used 6

7 for the roasted hazelnut praliné filling of our world famous Chocolate Sea Shells. The Belgian Chocolate Sea Shells are Guylian s star product. The hazelnut praliné filling is still produced according our unique recipe in the age-old traditional manner, a heritage of the company s founding father. Our secret method of roasting and caramelizing hazelnuts gives Guylian chocolates their signature taste. A distinctive blend of the finest Belgian milk, dark and white chocolate gives Guylian Sea Shells their characteristic marbled look. Guylian Belgian Chocolate Sea Shells are the number one Belgian boxed chocolate brand distributed in travel retail and duty free shops. Guylian s Commitment to Conservation Marine life is threatened around the world. Project Seahorse is dedicated to preserving seahorses and other marine life across the world. Guylian provides vital long term support for this crucial work and is a major partner since Project Seahorse was established in 1996 in response to the growing danger to seahorses from overfishing, incidental catch in non-selective fishing gear and the destruction of coastal marine habitats. More than 25 million seahorses - both dead and alive - are traded globally each year. The vast majority used in traditional medicines, but the aquarium and souvenir trades also put heavy pressure on the species. Project Seahorse engages in research and marine conservation at scales ranging from community initiatives to international agreements. Project Seahorse is based at the Fisheries Centre, University of British Columbia (Canada) and has team members working in Australia, Canada, Hong Kong, Philippines, Portugal, UK and the USA. Seahorses function as the flagship symbol for a wide range of marine conservation projects. These magical but fragile creatures are a good indicator of healthy coastal ecosystems. Saving the seahorses means saving the seas! Project Seahorse and Guylian agree on the importance of seahorses as a sign of quality whether it's for fine Belgian Chocolates or as an indicator of healthy coastal seas. Every time you buy a box of Guylian Belgian Chocolate Sea Shells, you are supporting Project Seahorse. To find out more about Project Seahorse, visit FOR FURTHER INFORMATION, PLEASE CONTACT: Mieke Callebaut - Marketing & Sales Director Europe Chocolaterie Guylian NV - Europark Oost Sint-Niklaas - Belgium Tel: mieke.callebaut@guylian.be 7