Bruyerre’s assorted Passion chocolates

SWITZERLAND. Francis Selection has been named the exclusive worldwide distributor of the Bruyerre chocolate brand in travel retail, the Swiss agency company has announced.

Bruyerre is a respected and exclusive Belgian chocolate company founded in 1909. Its maître chocolatiers produce a range of chocolates called “Passion” as well as a new line of all-dark, alcohol-free assorted destination packs. The products are targeted at chocolate connoisseurs.

“We are already selling Bruyerre at Prague Airport with good success,” said Francis Selection owner Francis Beylemans, who is preparing to exhibit the brand at the TFWA Asia Pacific show in Singapore next month (Stand number: P15).

On his travel retail plans for the brand, Beylemans said: “The main target is increase the distribution of the Bruyerre brand in travel retail by offering exclusive and newly developed products in gift packs. Our main target customers are the business traveller as well as occasional traveller wanting to offer an exclusive gift to the persons he or she is going to visit.”

Customised: Bruyerre destination packs can be developed for any travel retailer

He added: “With the appointments of Mr Hoyos as Export Manager – with a more than 30 years’ experience in the chocolate industry – and Francis Selection GmbH as exclusive distributor for the duty free/travel retail, it is a must to be present at the Asia Pacific fair to introduce the brand.”

Bruyerre offers a wide assortment in new packaging of 180g (mono product) and 175g (assorted). In addition, the company has recently developed a 250g pack.

“There is the possibility to develop destination packs for every operator with the visual of his choice,” said Beylemans.

About Bruyerre

François Léon Bruyerre started the production of pralines and chocolate bars in Belgium in 1909. The high quality chocolates contain fillings such as hazelnut praline, ganache and gianduja. Today, François Léon Bruyerre’s descendants carry on with his home-made tradition. Today the company exports more than 50% of its production, employs more than 90 people and has a turnover in excess of €25 million.

For details, contact Francis Beylemans, Francis Selection GmbH, Nestléstrasse 10, CH-6330 Cham, Switzerland, tel:/fax: +41 41 780 95 22, or e-mail Visit


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