Chocolaterie Guylian appoints Sven Adriaenssens to key travel retail role

Chocolaterie Guylian has named Sven Adriaenssens as Senior Channel Manager Travel Retail & Duty Free.

Sven Adriaenssens takes on a new role at Chocolaterie Guylian as the brand introduces a new look in travel retail

Adriaenssens joins the Belgian chocolatier after more than ten years with Diageo, most recently as Head of Route-to-Market.

His newly created role supports the company’s strategic plan to relaunch the Guylian brand – famed as the original Belgian chocolate seashells producer – with a focus on optimising assortment and global distribution.

The refresh includes a new look, improved recipe and packaging and underlines the brand’s commitment to sustainability.

Guylian uses 100% fair trade chocolate in its chocolates, which are now free of palm oil and soy lecithin. Packaging is completely recyclable and Guylian is rated as a CO2 neutral company.

“I am proud to join the amazing team behind this legendary Belgian brand,” Adriaenssens said. “Its new look, improved recipe and the long-term vision of the management team towards a more sustainable environment are strong building blocks for a successful future”.

Guylian enjoys a strong travel retail presence and exports to over 120 countries. The company was acquired by Lotte Confectionery of South Korea in 2008. It generated sales of €67 million in 2021.

Chocolaterie Guylian CEO Tom Snick commented: “We are very happy that Sven joins us to further build the very important duty free and travel retail channel, which is not only an important pillar of our business but also a strong vehicle for the image of our brand and premium Belgian chocolate.”

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