Guylian, the Belgian chocolate business, has recently named Leen Baeten as the new chief executive. Baeten, who previously held key positions at Godiva Chocolatier, is set to take on the role from August 1st. With a background in marketing and European business, Baeten is described as the “ideal leader to guide Guylian to new heights.”
In a statement, Baeten expressed her enthusiasm for the new role, stating, “I am thrilled to join Guylian and lead us into a new exciting chapter. Together we will build on our brand’s rich Belgian heritage and drive innovation to deliver exceptional chocolate experiences to our customers.” She emphasized the importance of marketing in creating value for stakeholders and future-proofing the company.
The former CEO, Tom Snick, departed from the company earlier this year after a successful three-year stint. Snick had initiated a modernization program at Guylian and was focused on turning the company around. In an interview, he highlighted the untapped potential within the company and the need for a fresh approach to marketing.
Additionally, Baeten, a Dutch national with experience in leading brands like Barilla, Yoplait, and Unilever, was brought in by Guylian in 2021 to revitalize the company. She was tasked with bringing a fresh perspective and driving growth.
As Guylian embarks on this new chapter under Baeten’s leadership, the focus remains on leveraging the brand’s rich heritage and delivering innovative chocolate experiences to customers. The company is poised for growth and aims to capitalize on emerging trends in the food and beverage industry, catering to evolving consumer preferences.
In conclusion, with a new CEO at the helm and a renewed focus on marketing and innovation, Guylian is set to capture new opportunities in the competitive food and drink business landscape. Stay tuned for more updates on Guylian’s journey towards continued success in the market.
