The Belgian chocolate brand is at TFWA Cannes to show the industry that its future goes beyond Seashells. While its iconic collection remains at the core of its business, a pivotal part of the growth that the company is building extends further than the beloved sea-inspired shapes.


GUYLIAN is set to elevate the brand into a more prominent and premium existence, going beyond anything it has done before.

“We can’t wait to become the Belgian chocolate partner to Global Travel Retail. Our confidence comes from innovation rooted in industry and shopper insights, trending flavours, and our ability to deliver quality you can taste.” Ghassan Abdelnour, Senior Strategist Portfolio & Innovation

The brand is sharpening its approach to GTR with an increasingly developed portfolio around the travel occasion itself: from gifts that capture a sense of place to flavours that give travellers something new to discover along the way.

A first glimpse of what’s to come: GUYLIAN Voyage

Industry partners will be treated to an exclusive preview of GUYLIAN Voyage. The new collection, crafted for Global Travel Retail, is a curated selection of local East-Asian staples such as Ube and Yuzu taking travellers on a flavour expedition.

Voyage is not GUYLIAN’s first initiative within this 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.

That same ambition of premiumisation through flavour innovation also extends to a Travel Retail classic: the souvenir. While the category has traditionally focused on pack-design, Guylian’s Destinations Collection brings flavour into the concept. Vibrant, postcard-styled packaging is paired with a selection of Belgian-inspired pralines featuring Dame Blanche and Cerise Intense, bringing together the memory of the journey with the comfort of home.

Together, the innovations bring greater relevance to the travellers’ journey while staying true to GUYLIAN’s Belgian craftsmanship.