International Appetite

Will Neuhaus launch any new products this year for TFWA Cannes?

To celebrate the 100th anniversary of the creation of the praline, Neuhaus created ‘Precious’, a new, refined range of chocolates with new, original shapes and new flavours presented in a wonderful keepsake box in the shape of an octagonal jewel containing 20 pralines.

What is the biggest area of your business?

Europe represents the biggest share, because people consume a lot and on a regular basis. But thanks to the international appeal of Neuhaus chocolates, distribution is increasing globally. Asia, of course, the Middle East & the Americas are all growing double digit.

What makes Neuhaus different to its competitors?

Its quality, its continuous innovation, its craftsmanship, its true passion for chocolate. Neuhaus has one production area in Belgium to guarantee the quality of its products.

How important is ‘branding’ to your company? Please explain.

We position ourselves as the leading luxury Belgian chocolatier. We want to offer our clients a timeless elegance shopping experience characterised by discovery, elegance and know-how.

What criteria is on your ‘wish list’ when it comes to airport confectionery design/layout for your products?

Opportunity given to the brand to express its essence and tell the Neuhaus story, which will help the growth of the category

Please tell us about your presence in the Middle East and Africa. Which airports do you have a presence in?

In the Middle East, we have a presence in Beirut and Abu Dhabi. We will start soon in Doha.

Tell us about the history of your company.

1857: Jean Neuhaus moves to Brussels and opens a store in the prestigious Galerie de la Reine.

1912: Jean Neuhaus Jr creates the first bite-sized filled chocolates. He christens it ‘praline’: it’s an instant success.

1915: Jean Neuhaus’ wife, Louise Agostini, designs a beautiful box for displaying the pralines elegantly and delicately, such as jewels — "the ballotin", which becomes the gift "par excellence".

1937: The ‘Bonbon 13’ with hazelnut ganache and rum or the sugar glazed "Astrid". Their recipes have remained unchanged since then. The oldest pralines in the Neuhaus range date back to this year.

1958: The year of the World Exhibition in Brussels, where Neuhaus presents its "Caprice" and "Tentation" pralines, delicate creations made from traditionally crafted nougatine, filled with fresh cream or ganache. They have become the brand’s icons. The Neuhaus brand has grown its fame and become the leader in luxury chocolate in Belgium.

Today, Neuhaus chocolates are internationally renowned for their quality and elegance, and are available in luxurious stores in more than 50 countries worldwide.

Define your target customer.

Affluent local/regional connoisseurs and international business people. Consumers who know and are looking for premium confectionery products.

In terms of revenue how is your company doing so far in Q2 compared to 2011?

We are coming off a relatively small base so quoting huge percentage growth is not very meaningful. We are performing very well with sales above the ambitious targets we had set, and with a strong promotional programme in place to continue our growth trend
into the future.

What kind of ‘gifting’ products do you sell? Are any of them specific for this region? What are your bestselling products?

Besides the fact the products sold are alcohol free, we sell in the Middle East the same kind of products as we do in the rest of the world.

Ballotins still rank among the best sellers (ideal gifting with its content, its wrapping paper and the bow) in the area. Since its revamp in 2011, the Neuhaus Collection share of our overall business is increasing both in this region as well as globally.