"Our employees want to make the customers happy." For Sofie De Lathouwer, CEO of Gudrun Groep, this is one of the strongest reasons behind the success of the Belgian truffle and praline specialists. But there are additional factors, as Sofie De Lathouwer mentions: "We treat our customers' Private Label as our own brand. Customers also value the personal relationships as well as our quality and speed." 90% of Gudrun Groep's revenue comes from Private Label customers, whose products are positioned in the premium segment. "We create our products according to our customers' visions," describes Sofie De Lathouwer. "Thus, we have our own kitchen where the fillings for the pralines are crafted by hand. We offer product alternatives, both peanut-free and vegan, to accommodate the many people who suffer from allergies. Otherwise, we follow our customers' visions from A to Z, starting from the shape of the pralines to the type of packaging."

Typically, it is assortment boxes that customers desire. About 10% of the revenue is contributed by the two private labels, Miss Gavarny and Grand Belgian Specialties.

Success Story

The history of Gudrun Groep dates back to 1942, when the baker and patissier Jozef de Bruyn began making fine chocolates for himself and a colleague. Over the decades, demand steadily increased, leading to a gradual transition from artisan to machine production. To this day, the best raw materials and a passion for the product remain at the forefront. Internationalization commenced in 1974, and a proprietary factory was opened in 1981. Another significant step was the collaboration with two major retail companies starting in 2007. From then on, the products were highly personalized according to the clients' wishes, for example, through individual fillings, glazes, and packaging.

The introduction of the two proprietary concept brands Miss Gavarny and Grand Belgian Specialties took place in 2016. A year later, the Gudrun Groep acquired the high-end brand, known for its exceptional taste, imaginative shapes, handmade chocolate bars, and exotic flavors. In 2019, a packaging factory for assortment tins was opened in Poznan, Poland. Since 2021, the Gudrun Groep has also been offering a vegan product line with Grand plant based. A special highlight in the company's history is the recently awarded Award for Top Innovations at the International Confectionery Fair (ISM) in Cologne. The Cacaofruit Bites impressed with sustainability, innovation, and a fruity taste experience.

In Demand Worldwide

Currently, the Gudrun Groep, taken over by a private equity firm in 2015, employs 170 staff at its headquarters in Lier and 25 in Poland. During the peak season, 100 temporary workers in Belgium and 200 in Poland complement the teams. Two major retail chains are the most important customers, along with many other clients. More than 95% of the revenue is generated outside of Belgium, with the USA, the United Kingdom, Japan, and Canada being the largest markets. "Our sales organization maintains regular contact with our customers, whom we also like to advise," explains Sofie De Lathouwer. "Our own research and development department is always open to innovative ideas." Among the most important marketing activities are the website, presence on social media, and the annual booth at the Cologne ISM.

Open Communication

To avoid overwhelming the employees, the digitalization of the Gudrun Groep is carried out cautiously. As a result, payroll is now digital, and the ERP software Proceedix introduced in 2023 allows employees to control and execute all processes from a central platform. Since 2023, the focus has also been on sustainability. Sofie De Lathouwer: "We rely 100% on green energy, produce 20% of our electricity ourselves, steadily reduce our plastic content as well as the weight of our packaging, thereby continuously reducing our CO₂ emissions." With an open management style and a focus on good communication, the boss takes her staff along. In the process, she is always aware of her social responsibility also for people who are not suitable for the primary job market. "We want to continue to grow, grow healthily and intelligently," describes Sofie De Lathouwer her perspectives. "In doing so, we want to keep scoring with innovations."