Hamlet

“Hamlet” is a globally renowned chocolate brand from Belgium, a country widely recognized as the world’s capital of chocolate. The most distinctive products of Hamlet are filled chocolates, including both pralines—chocolates with a firm outer shell filled with various fillings—and truffles, which are soft, round chocolates coated with cocoa powder or chocolate flakes. In addition, Hamlet also offers Chocolate Figures, chocolates molded into various character shapes, as well as Chocolate Thins, thin and crispy cereal wafers coated in chocolate.

 

The Origins of Alfred Geltmeyer and the Founding of Hamlet

Hamlet traces its origins back to Alfred Geltmeyer, who was born into a family of bakers. From a young age, he helped with the family business, gaining valuable knowledge in confectionery making and shop management. In 1956, he decided to pursue his dream by opening his own confectionery shop in his hometown of Vrasene, marking the very first establishment of the Hamlet brand.

 

Early Wholesale Operations and Business Expansion

In its early days, Hamlet operated as a wholesale business, primarily supplying other shops within the town of Vrasene. Before long, however, the business expanded significantly and evolved into a large-scale confectionery and bakery enterprise, serving markets throughout Belgium as well as neighboring countries such as the Netherlands.

 

The Establishment of Pralineart and the Rise of Iconic Products

Nearly 30 years later, in 1985, Alfred’s three heirs took over the Hamlet business. With a strong passion for confectionery and a clear goal to further diversify the brand, they established “Pralineart,” a facility dedicated to producing and creating traditional Belgian-style chocolates. This marked the birth of Hamlet’s Truffles and Thins. Thanks to the authentic Belgian chocolate flavor of the truffles and the approachable, innovative concept of the thins, both products eventually became core items and iconic symbols of the Hamlet brand.

 

Expansion with A & A Chocolaterie and the Introduction of Pralines

Following its success and growing recognition as a full-fledged chocolate brand, Hamlet expanded its production capacity in 2005 by opening a new factory called “A & A Chocolaterie.” During this period, Hamlet introduced a new product line—Pralines—crafted from Belgian chocolate molded into various shapes and patterns, filled with high-quality hazelnut cream. These pralines are known for their smooth texture and well-balanced sweetness. At the same time, Hamlet began developing new luxurious packaging designs, establishing itself as one of the go-to brands for chocolate gifts that combine both visual elegance and exceptional taste.

 

Festive Chocolate Figures and Creative Development

After the launch of A & A Chocolaterie, the facility has continuously been used to develop new chocolate shapes, packaging concepts, and decorative designs. In 2014, Hamlet introduced Belgian chocolates molded into figurines and animal shapes for festive occasions, such as Easter bunnies, Santa Claus figures, penguins, and snowmen. These products quickly gained popularity, as they not only maintained the high-quality standards of Belgian chocolate but also stood out for their charming and eye-catching designs.

 

Hamlet Today: Artistic Craftsmanship with Global Reach

Today, Hamlet continues to focus on creating chocolates as if they were works of art, while remaining easily accessible to consumers. Its products are widely available in general supermarkets. Despite the meticulous craftsmanship behind each piece, Hamlet benefits from Belgium’s advanced chocolate production innovations, allowing the brand to achieve a production capacity of up to 25 tons per day and export its chocolates to 110 countries worldwide.