Learn how Guylian’s iconic chocolate offerings continue to delight consumers while remaining fresh and ethical  

Founded by Guy Foubert and his wife Liliane, Guylian is widely celebrated for its signature seashell-shaped pralines. What began as a small chocolatier in Sint-Niklaas, Belgium, has evolved into a global institution in the field of premium Belgian chocolates, renowned for its exquisite products and commitment to quality. Today, all Guylian chocolates are crafted in a 27,000-square-meter facility in Sint-Niklaas, where Master Chocolatiers produce up to 75 tons a day of its iconic blend of smooth hazelnut praline encased in creamy chocolate. Supported by a team of 175 employees in Sint-Niklaas and offices in the UK and Germany, the company’s creations are enjoyed in over 100 countries, gracing the shelves of supermarkets, delicatessens, gas stations, and even duty-free shops. We learn more about the origins of Guylian from Paul Bevers, who serves as Operations Director.  

“Recognized as the most prominent and well-known seashell chocolate brand in the world, Guylian derives its name from the names of its founders, Guy and Liliane. It was in the 1960s when they got the visionary idea to make chocolates in the shape of seashells, complete with a stunning marbled effect. This marked the humble beginnings of Guylian, which started as a small-scale operation.  

As the company grew thanks to increasing demand, Guy and Liliane moved their production from their home to a dedicated factory in 1985. We are still operating there to this day, although the factory has expanded since then.   

“By the 1990s, Guy and Liliane were no longer at the helm of Guylian, as their daughter inherited the company following Guy’s passing. Married to an Englishman in the duty-free whiskey business, she introduced Guylian’s boxed chocolate seashells to the duty-free market, replacing whiskey with these indulgent treats. This bold move proved wildly successful, prompting the company to begin exporting its iconic chocolate seashells to over 100 countries in the 1990s. To this day, Guylian remains the undisputed leader in the seashell chocolate market, with no direct competitors, only private labels. Beyond its signature seashells, the brand has diversified its offerings with products like the seahorse-shaped, twist-wrapped Temptations, as well as other products that are not as reminiscent of the classic seashells,” he opens.  

Artisanal approach 

With such an internationally recognized brand and product, diversification requires careful consideration. Nonetheless, Guylian has successfully released many other delicious products through the years, all while staying true to its roots. Paul explains what makes the company’s seashell-shaped chocolate so unique, and how Guylian approaches diversification. “The foundation of our business has always been, and still is, our boxed chocolate seashells. Over the years, we have diversified within the seashell category by launching a dark chocolate variant with a rich dark hazelnut praline filling coated with 72 percent cacao. What sets us apart globally is the unique hazelnut praline at the heart of our seashells, which we craft using traditional methods that few, if any, competitors still employ. Our praline-making process involves roasting hazelnuts and sugar in open copper kettles for half an hour. By doing so, our creations develop a distinct and irreplaceable hazelnut praline flavor that cannot be replicated by our competitors who use more industrial methods. Through an artisanal approach, our seashells are intrinsically tied to this signature hazelnut praline filling, a hallmark of our craftsmanship.  

“However, we have also ventured into new horizons beyond our original praline filling with the introduction of Temptations, a twist-wrap concept launched several

years ago. Temptations are seahorse-shaped chocolates sold in pouches or standing boxes, and available in many different flavors. Alongside our signature praline filling, these flavors include caramel, coffee, milk truffle, crunchy biscuit, and dark praline. Notably, we do not offer any of these new flavors in our seashell range, as we decided to make them exclusive to Temptations to preserve the traditional hazelnut praline identity of our seashells. Our dark praline-flavored seashells being the exception. Over the past 15 years, we have further diversified with a few other products like a praline assortment named Belgian Assortment, a fine chocolate tablet range, Easter eggs, and praline hearts. While these additions have enriched our portfolio, they remain secondary to what we are truly known for: our seashell chocolates. At our core, we are and always will be the world’s leading seashell chocolate brand, with our iconic product continuing to define our legacy,” he elaborates.  

Pushing the boundaries of innovation ever further, Guylian has recently installed a pick and mix station for its chocolates in Brussels Airport. Paul reveals the factors that led to this bold move. “As I mentioned earlier, the core of our business lies in our boxed chocolate seashells, which are primarily popular as a gift option or for special occasions. Consequently, part of the reason why we introduced our twist-wrapped Temptations is to also cater to consumers seeking a more casual, self-indulgent treat for themselves or to share with friends and family. This same philosophy inspired the recent launch of our pick-and-mix station at Brussels Airport, serving as a pilot project to encourage customers to select their favorite Temptations flavors for personal enjoyment or casual sharing, rather than as a formal gifting option. If this initial trial proves successful, we will analyze its performance to explore opportunities for further expansion and innovation,” he says.  

Ethical sourcing 

While product innovation is crucial, Guylian ensures it never comes at the expense of its suppliers or the planet. As such, the company sources 100 percent fair-trade cocoa, partnering with Fairtrade to guarantee farmers in Africa receive fair compensation for their crops. “Years ago, we committed to becoming more sustainable by paying fair prices to our suppliers and farmers, adopting eco-friendly packaging material, and ensuring reforestation wherever trees are used for our packaging. We are also actively working to reduce single-use plastics in our products, though we cannot completely eliminate it yet due to current technological limitations. For instance, last year, we invested €5 million in our production facility to eliminate cellophane plastic from our seashell boxes, thereby significantly reducing our plastic usage,” Paul concludes. “On top, our factory now operates as a CO₂-neutral site, fully powered by 100 percent renewable energy. We have significantly improved water efficiency, achieving a 55 percent reduction in consumption compared to 2022. Food waste has been reduced to just 0.1 percent, as we continue working toward our target of zero waste. In addition, all our products are entirely palm and soy free, and we work exclusively with ingredients of natural origin. These measures reflect our ongoing commitment to responsible production and our dedication to shaping a more sustainable future for our industry.”  

Guylian’s enduring legacy stems from its unique blend of tradition and innovation, crafting iconic seashell chocolates while championing sustainability and ethical sourcing.   

www.guylian.com