Guylian rebrands and reformulates - but raises seashell choc prices

Guylian is rebranding and reformulating its chocolate confectionery lines in a bid to lure a “broader target group” to the brand.

New-look, fully recyclable packaging will roll out across its range of hazelnut praline seashells and seahorses, individually wrapped seahorses – known as ‘Temptations’ – and range of 100g chocolate bars.

The products have undergone a reformulation as part of a commitment from the brand to “only use the best hazelnuts”, which were roasted in their shells to give the chocolates an “even more intense and irresistible taste”, it said.

However, the rebrand will be accompanied by a rise in price for its Seashells Selection box, which is currently listed at Tesco for £5.

“In common with many producers and manufacturers, Guylian have been confronted with unprecedented increases in raw material, packaging, transport and energy costs,” said Guylian CEO Tom Snick.

“As a result the manufacturer’s recommended retail price of our core Seashells 250g pack will increase to £5.50 from mid February.”

The new packs will roll into retailers from April 2022.

In addition, Guylian will be launching themed packaging around the key gifting occasions of Valentine’s Day, Mother’s Day, Easter and Christmas.

After almost 60 years, the Guylian brand was “in need of a metamorphosis”, it said.

“By changing our design and brand, we also want to introduce a broader target group to the unrivalled taste of our premium Belgian chocolate,” said Snick.

“The packaging will have a more contemporary and fresh design, while retaining the luxurious look,” he added.

It comes on the back of a strong year of sales for the brand, which grew its value sales by 21.5% to £17.1m in the 52 weeks to 11 September 2021 [NielsenIQ].