Guylian

When thinking of Belgian chocolates, Guylian undoubtedly comes to mind for many. Its distinctive and beautiful seashell-shaped chocolates, filled with rich hazelnut praline, are iconic. Today, Rimping Supermarket invites you to journey through the story of love, passion, and dedication behind the global success of this renowned chocolate brand.

A Foundation Built on Love and Passion

Guylian was founded in 1958 by Guy Foubert, a Belgian confectioner passionate about the art of chocolate-making, and his wife, Liliane, an expert in the arts. The name "Guylian" itself is a blend of their two names, reflecting a union of expertise and shared passion.

From the very beginning, Guy and Liliane were committed to producing chocolates of the highest quality, selecting only the finest ingredients. Their first creation was chocolate truffles, which quickly gained immense popularity in the local market, marking a strong initial step for the brand.

Inspired by the Sea : The Birth of Iconic Shell Chocolates

Guylian's breakthrough success arrived in 1967 when Guy and Liliane vacationed at a coastal retreat. Inspired by the beautiful maritime heritage of the Belgian coast, they conceived the idea of creating chocolate souvenirs in the shape of various seashells.

Liliane, with her artistic flair, meticulously designed the molds for various seashells and perfected the chocolates' elegant marble effect, achieved by expertly blending white and dark chocolate to create a treat as beautiful as it was delicious. Meanwhile, Guy focused on developing the diverse fillings for their chocolates, particularly the smooth, subtly sweet, and rich hazelnut praline that would become Guylian's signature filling.

Upon their launch, Guylian's seashell chocolates quickly gained popularity due to their unique appearance and perfectly balanced, delicious taste, with each piece generously filled with the exquisite hazelnut praline.

Growth and Global Expansion

Just three years after their resounding success, Guylian experienced rapid growth, expanding their operations from a small production facility to a larger factory in Sint-Niklaas. Despite this significant expansion, the brand remained steadfast in its core principles: quality, craftsmanship, and innovationthe enduring heart of Guylian.

In the 1980s, Guylian diversified its product range further with additions like Guylian Opus, inspired by opera music, and Guylian's Temptations, chocolates shaped like seahorses, further cementing the brand's connection to the marine world.

Concurrently with product line expansion, Guylian began exporting its chocolates internationally during this period. They quickly gained popularity abroad, and by the 1990s, Guylian chocolates were available in over 100 countries worldwide, truly establishing the brand as a global Belgian chocolate icon.

Commitment to Sustainability: Project Seahorse and Corporate Responsibility

As the brand continued to grow, Guylian recognized the importance of giving back to society and the environment. In 2008, the company launched "Project Seahorse," a global initiative in collaboration with the international marine conservation organization of the same name. Through this project, Guylian has significantly contributed to the conservation of seahorses and the marine habitats of other sea creatures. This commitment aligns perfectly with the company's long-standing tradition of producing chocolates in the shape of various marine animals.

In addition to its conservation efforts, Guylian is dedicated to sourcing ingredients from sustainable origins, ensuring that their chocolates are not only delicious but also produced ethically. The company supports fair trade practices and continually strives to reduce its environmental footprint from its operations.

Guylian Today : Endless Quality and Innovation

Today, Guylian's original seashell chocolates remain its best-selling product, while the brand continuously innovates to offer a diverse chocolate experience to consumers worldwide.

In 2017, Guylian introduced the Belgian Master's Selection, a collection of small pralines with an exciting variety of new flavors, including pineapple caramel, cardamom coffee, and the classic hazelnut praline. These new offerings demonstrate Guylian's commitment to balancing tradition with innovation, consistently creating delightful and impressive chocolates.