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Everyone's favourite Belgian chocolate brand has unveiled a new recipe, a new look and has made a commitment to be more sustainable – but what it's left us wondering is how 'Guylian' is actually pronounced.
First it might help to understand a little about the birth of the name itself. It seems the brand really was made with love, as its founders Guy Foubert and Liliane immortalised their passion for each other (and chocolate) by joining their names together to create Guylian.
So, with Guy and lian joined together, perhaps it sounds as it's written? Not quite.
Speaking to the person next to you, you'll find most people say it very differently, and the true pronunciation might come as a surprise to many.
According to a spokesperson for Guylian, it is actually pronounced: "Gill - li - an."
Emphasis on the 'Gill', apparently.
But that's not the only pronunciation the brand has cleared up. With it renowned for its Sea Shells, which are blend of dark, white and milk chocolate filled with its signature praliné filling, it seems many of us have been saying praliné wrong too.
It is pronounced "Pra-li-nay" and not "Pra-line". Yes, really.
So, while its name hasn't changed (though to many of us, it might feel like it has), a few other things have shifted for Guylian.
The premium chocolatier has announced a brand-new relaunch including green and copper packaging, which is 100% recyclable; a new and improved recipe to make the chocolates taste even better, and it is now the biggest Belgian chocolate company to be 100% Fairtrade certified, alongside other sustainable changes.
"This year will see many exciting changes in store for Guylian," says CEO of Guylian, Tom Snick, who is "confident these changes will help us continue as the world's favourite Belgian chocolate brand".
It has improved its traditional recipe using 'only the best hazelnuts, roasted in house in their shells to guarantee the best taste', resulting in a 'more intense and less sweet hazelnut flavour'.
Mike Gidney, CEO of the Fairtrade Foundation, says, “It’s great to see the distinctive Fairtrade logo now appear on Guylian packaging in stores nationwide, giving chocolate lovers another reason to enjoy an indulgent, ethically sourced treat that’s been produced with the planet in mind and where cocoa farmers have been treated fairly.
"Cocoa farmers and their families are struggling to make ends meet due to climate change, poor soil quality and long-term low prices. When you choose Fairtrade, you choose education, empowerment, fairer incomes and training to help farmers adapt to climate change.”
In terms of its recyclable packaging, this has involved the removal of the plastic windows from its gift boxes and the replacement of its brown trays (which hold the chocolates) with clear trays which have had all dyes and carbon removed, making them easier for recycling centres to handle. Guylian is also exploring ways of further reducing its use of paper and plastic.
Since the start of the year, its factory in Belgium is fully climate neutral, while its chocolates are now made entirely with a zero-carbon footprint, the brand claims.
You can expect to see the new version of Guylian on shelves from mid-May onwards. Remember to pronounce it correctly.