Guylian accelerates promotional drive in European travel retail

Belgian chocolatier Guylian has noted an upward swing in sales amid a big promotional push at selected European airports.

As reported, Guylian has launched a travel shopping-exclusive Guylian Golden Collection which includes the Guylian Master’s Selection, released to mark the brand’s 50th anniversary last year.

The Master’s Selection is featured through Schiphol Airport Retail (a joint venture between the airport company and Gebr Heinemann) at Amsterdam Airport Schiphol this month. 

The gift box offers mini pralines in 12 flavours which include Coffee Cardamom, Ginger Lime and Caramel with Costa Rican pineapple. The exclusive range is available in red or golden boxes in two sizes: 240g with 36 mini pralines (retail price varies from €20 to €25) or 134g with 20 mini pralines (€15 to €20).

Guylian Sales Director Steven Candries said: “We are a company that focuses on innovation and strives for a superior taste sensation.”

Guylian highlights its exclusivity in promotions at Brussels Airport.

Promotions with International Duty Free at Brussels Airport are supported by a 15m wall advertising campaign with JCDecaux. Guylian products also feature in activations with Aelia Duty Free at Paris Charles de Gaulle Airport Terminal 2.

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