Guylian launches eye-catching dragon box to celebrate Chinese ...

Trade press release
TFWA World Exhibition Cannes 2011
Guylian booth: Mediterranean Village P 10
New Dragon gift box will drive further growth
for the luxurious Belgian Chocolate brand in Asia
Guylian launches eye-catching dragon box
to celebrate Chinese New Year
For the second time in a row Guylian is launching a limited edition box for Chinese New
Year. 2012 is the Year of the Dragon, and we’re offering a lovely red gift box, luxuriously
decorated with two pairs of golden dragons.
People born in the Year of the Dragon enjoy
challenges and are passionate in everything they
do. Dragons symbolise such character traits as
dominance and ambition. Dragons are full of
strength and vitality and in general, they have
colourful personalities. Dragons enjoy helping
others but will not ask for help themselves. The
Chinese consider the Year of the Dragon to be a
good time for people to get married, have children
or begin a business venture as the year tends to
bring good fortune and happiness.
Red and gold are the Chinese consumer’s favourite colours that are used to celebrate the
most important event of their year. The box’s cover is decorated on both sides with intricate
gold dragons elegantly swirling to face each other adding a special touch to this exquisite
gift.
This 205g box is filled with 19 wrapped Guylian’s Temptations seahorse chocolates in three
different deliciously creamy flavours: Original Hazelnut Praliné - Guylian’s signature recipe,
Dark Hazelnut Praliné and Milk Chocolate Truffle filling.
“Chinese New Year is a great opportunity for gifting your loved ones with chocolate. We will
be presenting our Dragon gift box in Asia, North America and Europe responding to the
growing demand from Chinese consumers for premium Belgian chocolates. From the initial
positive feedback from our sales partners we are confident that the volume will outperform
last year’s”, commented Steven Candries, Guylian’s Export & Travel Retail Director.
Guylian Trade Press Release – TFWA Cannes 2011 1

Earlier this year Guylian’s Temptations were
awarded the two star Superior Taste Award
by the International Taste & Quality Institute
(ITQI).
The individually wrapped seahorse chocolates received a final mark of 81.6% after a
detailed sensory evaluation by 120 renowned chefs. They were complimented for their
great first impression, their visual attractiveness, refined scent, smooth texture and
deliciously creamy taste. ITQI tests and promotes top quality food and drinks from
around the world. Products are blind tested by top chefs from Europe, Asia and North
America.
“We are very honoured with this award and are proud our Guylian Chocolatiers have
created these unique and delicious creations, for gifting and sharing with loved ones”, said
Mieke Callebaut, Sales & Marketing Director.
* * *
For further information, please contact:
Steven Candries
Export & Travel Retail Director Chocolaterie Guylian
T +32 3 760 97 00
E steven.candries@guylian.be
W www.guylian.com
Guylian Trade Press Release – TFWA Cannes 2011 2