On a mission to guarantee affordable luxury in every product, leading Belgian confectioner Leonidas promotes values of passion and integrity. Philippe de Selliers, CEO, provides us with a taste of the company’s recent innovations and its aspirations for the future.
BLISSFUL MOMENTS FOR EVERYONE
Having dedicated his entire career to various leading companies across Belgium’s food and beverage landscape, Philippe de Selliers, CEO of award-winning confectionery brand Leonidas, is an expert in his field.
The early years of his journey were shaped by a foundational experience at MasterFoods Belgium, where he worked from 1991 to 1997.
He then joined Coca-Cola Europacific Partners Belgium (CCEP Belgium), where he worked from 1997 to 2013.
“I initially held several commercial roles with CCEP Belgium before leading a business unit in Gosselies between 2000 and 2003,” de Selliers opens.
Upon assuming the role of Vice President of Sales and Logistics at the beverage giant in 2003, he fundamentally reorganised the company’s business model, which was later adopted by multiple European countries.
“Subsequently, I served as COO at Van Marcke from 2014 to 2016 before joining Leonidas in March 2017, where I have now been CEO for eight years,” he expands.
Having witnessed the industry evolve over the course of his career, de Selliers notes how it has become increasingly complex due to the rise of strict regulatory requirements, a demand for healthier and more sustainable products, and changing consumer preferences.
As people today seek products with reduced sugar content to align with specific dietary requirements, such as vegan, kosher, or other specialised preferences, companies must demonstrate greater agility and flexibility to adapt to these diverse expectations whilst ensuring compliance with stringent regulations.
“The confectionery industry is currently a very challenging market with limited high-growth opportunities,” de Selliers reflects.
VARIETY IS THE SPICE OF LIFE
Offering an extensive selection of 121 pralines, seasonal specialities, chocolate bars, solid and filled tablets, as well as chocolate spreads, Leonidas is known for its high quality.
“Our products are all made from the finest ingredients, in Belgium with Belgian chocolate, and including 100 percent pure cocoa butter, ensuring an exceptional taste experience,” de Selliers confirms.
With a presence in 40 countries worldwide, the company has established itself as a global brand. Whilst Belgium remains its largest market, closely followed by France, Leonidas is cultivating representation elsewhere across Europe in Germany, the UK, Romania, Greece, and many other countries.
“Our dedication to quality, variety, and customer satisfaction continues to drive our international success,” he outlines.
Serving a broad and diverse client base, Leonidas is on a mission to offer a moment of happiness to every chocolate lover.
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Whether its customers seek luxurious indulgence, healthier alternatives such as vegan or low-sugar options, or thoughtful gifts, the company has a wide variety of products on offer to meet their needs.
Leonidas prides itself on providing a personalised experience that combines exceptional quality with affordability, ensuring that all customers can enjoy the unique pleasure of its products.
UPHOLDING EXCELLENCE
As a brand deeply committed to creating moments of happiness and a sense of accessible luxury for its customers, Leonidas has developed four key pillars through which it seeks to achieve its objectives –quality, choice, service, and affordability.
Thanks to these pillars, which define the Leonidas experience, the company stands out globally in the premium chocolate industry.
“We use only the best ingredients and zero palm oil in our chocolate, guaranteeing an exquisite taste experience in every bite,” de Selliers explains.
Across the company’s 1,200 specialised stores, its customers enjoy complete freedom to compose their own bespoke selection from an extensive range of pralines and seasonal specialities.
“This level of customisation makes every purchase a unique and personal experience,” he adds.
Meanwhile, designed to uphold excellence across its network, the Leonidas Academy has been established as a platform through which the company delivers dedicated training programmes.
Comprehensive training sessions are conducted both in person and online, ensuring seamless learning opportunities for Leonidas’ teams across the world.
“By combining hands-on experience with digital flexibility, we equip all employees and partners with the knowledge and skills needed to deliver the highest standards of quality, service, and customer experience – anytime, anywhere,” de Selliers prides.
“Our products are all made from the finest ingredients, in Belgium with Belgian chocolate, and including 100 percent pure cocoa butter, ensuring an exceptional taste experience”
Philippe de Selliers, CEO, Leonidas
EVOLVING ALONGSIDE THE CUSTOMER
As a chocolate specialist, Leonidas has recently expanded its product range to include bars, spreads, and solid and filled tablets.
The latter is available in three praline flavours, each of which provides a perfect balance of taste, texture, and quality.
“This development aligns with a growing snacking trend, offering consumers new ways to enjoy our premium chocolate beyond traditional pralines,” de Selliers elaborates.
Meanwhile, as consumer demand continues to shift towards more health-conscious options, the company has further expanded its assortment to include vegan chocolates and low-sugar alternatives without compromising on taste or quality.
With the aim of making high-quality chocolate accessible to all, Leonidas ensures every customer can enjoy a moment of indulgence regardless of dietary preference or lifestyle choice.
“We believe that life is a question of balance, and chocolate should always be a source of pleasure,” he adds.
This belief is why Leonidas is committed to continuing to innovate and develop products that align with evolving food trends whilst staying true to its heritage of craftsmanship and excellence.
A DELICIOUS AND SUSTAINABLE FUTURE
Since 2021, Leonidas has been fully sustainably certified, reflecting the company’s deep commitment to ethical and responsible chocolate production.
For de Selliers, sustainability is a continuous journey that requires constant innovation and dedication
to environmental responsibility.
“At Leonidas, our sustainability efforts extend across the entire value chain, from sourcing responsibly-grown cocoa to reducing our environmental footprint and supporting fair working conditions
for farmers,” he impassions.
Notably, the company believes sustainability should not come at a premium for its customers.
As such, it remains committed to offering exceptional quality at an accessible price, ensuring its chocolates remain an indulgence everyone can enjoy.
Alongside its sustainability efforts, Leonidas will open its new factory in 2025, which is currently under construction in Nivelles.
“This state-of the-art facility will play a pivotal role in supporting our continued growth and ensure we meet increasing demand for our premium chocolates,” de Selliers reveals.
Over the next five years, the company is also set to open each year 50 new specialised stores with a strong focus on France.
In doing so, it hopes to further expand its global footprint and bring the Leonidas brand closer to international customers.
Ultimately, the company’s main priority remains to continually enhance the customer experience and create new moments of indulgence.
“By improving accessibility and offering innovative products, we aim to elevate every customer’s Leonidas journey, ensuring that each visit is a memorable and delightful occasion,” he passionately concludes.
