The startup was runner up of the 2015 International Sweets and Biscuits Fair (ISM’s) ‘most innovative’ new product awards for its éclair praline fusion Cho’clair, which was heralded ‘the new macaroon’.
The second brand from the Cho'clair creator is styled after The Atomium, a Brussels building constructed for the 1958 Brussels World's Fair, which is today a museum.
Gifting brand for airports
"We want something new every year," Ann Van Acker, company manager, told ConfectioneryNews at last month's ISM trade fair, where Fairy Chocolates showcased prototypes of new brand Atomium Chocolates.
"We want to focus on Asia and the US markets for this," she said.
Atomium Chocolates is comprised of seven foil-wrapped Belgian chocolates with a crispy praline filling packaged in a 135 g blister pack box for a suggested retail price of €7.99 ($9.78).
The launch coincides with the 60th anniversary of the Brussels monument.
Van Acker said the brand was intended for gifting and could work well at airports or in other travel retail.
Atomium Chocolates will be produced by Fairy Chocolate's existing Belgium-based contract manufacturer for Cho'clair.
Tutu Chic: Fashion brand partnership
Fairy Chocolates has also expanded its Cho’Clair range.
The company has partnered with Belgian fashion brand Tutu Chic. It is producing Cho’clairs in Tutu Chic branded boxes with the fashion brand’s clothes collection printed on individual chocolates.
"Young ladies go wild for it. It's sold in fashion stores and online,” said Van Acker.
The Valentines boxes contain eight Cho’clairs and retail for €26 ($32) each.
Entering the US
I really want to expand - I want to go to America now. I think I'm ready,” said Van Acker.
Van Acker is looking for a distributor to take Cho’Clair to New York department stores and Las Vegas hotels.
The Fairy Chocolates manager said she also hopes to create an online store to sell the Cho'clair range this year.
Fairy Chocolates last year introduced a smaller version of its main brand named Cho'clair Minis. The 108 g box retails for a suggested price of €6 ($7.30) and gained distribution in Japan last year.
Fairy Chocolates is also producing Cho'clairs under private label.