Maasmechelen introduces a new regional product: delicious pralines.
With the holidays approaching, these pralines are initially part of a delightful gift, the MaasMoment. For the quality of the chocolate and the creative design, we didn’t have to look far: Maasmechelen chocolatier Bart Janssen from B-Art Chocolates poured all his expertise into the development of these pralines. He explains how the concept and flavors came to life.
Can you tell us about the concept of the MaasMoment?
Bart: "The idea for the concept came about in collaboration with the municipality. They contacted me with the request to create a beautiful gift as part of their new branding. This way, we could promote Maasmechelen through chocolate. That idea eventually resulted in a selection of four different pralines."
The packaging is also quite special. What’s the story behind it?
Bart: "The box is fully printed with symbols from the branding campaign, such as the forest, water, and other natural elements. It is reusable. Once all the pralines have been eaten, you have a choice: either come back to have it refilled or use it as a keepsake box for various small items."
You created four different flavors. How did you come up with them?
Bart: "It involved quite an extensive selection process. Initially, we created several test pralines with different combinations. Then, a tasting panel from the municipality had the challenging task of selecting their four favorites. These were then given a ‘Maas touch,’ in line with the campaign. This resulted in the MaasMaf, a bold milk chocolate praline with pepper ganache; the MaasMauve, a ruby chocolate praline with crispy red fruits; the MaasMeesterlijk, a dark praline with salted caramel; and finally, the MaasMagisch, made from white chocolate, buckwheat, and popping candy. The latter is a favorite among younger sweet tooths."
What’s the future for the MaasMoment pralines? Are they a temporary offering, or are they here to stay?
Bart: "The MaasMoment box is a great gift for the holidays. The idea is to later offer the pralines individually packaged as well. This is particularly interesting for the hospitality sector. This way, the MaasMoment can be shared even more."
How did you find the collaboration with the municipality of Maasmechelen?
Bart: "We were very pleased when we were approached to develop something together. The result is very successful: the shape is both a heart and a playful nod to the Maasmechelen logo. The stripe for breaking it symbolizes connection and sharing with your loved ones. That’s typically Maasmechelen."
Finally, the big question: which of the four pralines is your personal favorite?
Bart: "The MaasMauve. I love the fresh, fruity flavor of the somewhat lesser-known ruby chocolate. The combination with the crunchy fruit filling really appeals to me."
Mayor Raf Terwingen is equally enthusiastic.
Are you happy with the result of the MaasMoment?
Raf Terwingen: "Very much so! It’s a brand-new artisanal regional product, and it fits perfectly with the DNA of Maasmechelen. The pralines, with their heart shape, symbolize the warmth and hospitality of our town, while also representing connection. You can even break the praline in two, so there’s no fighting over the last one! (laughs) If you look closely, you’ll also notice that the shape represents the centerpiece of our logo, the double M. I think it’s a beautiful design and a great concept to further put Maasmechelen on the map."
How did you come to choose B-Art Chocolates for the pralines?
Raf Terwingen: "Choosing B-Art Chocolates to create the pralines was an obvious decision. Apart from the fact that Bart is the best chocolatier in Maasmechelen and the surrounding area, it was logical for us to choose one of our ambassadors. These ambassadors are all citizens of Maasmechelen who help promote our municipality. When we decided on chocolate, it was natural to turn to ‘Bart Chocolat,’ as we call him locally. It was a great collaboration that allowed us to involve a well-known local entrepreneur in profiling our municipality."
Will there be similar projects in the future?
Raf Terwingen: "That’s certainly the intention. We are trying to put our municipality on the map, which is why the branding story is so important to us. It highlights us and enriches us in many ways, not only financially but also in terms of human connection. Maasmechelen is increasingly associated with a positive vibe, and for that, small-scale, original ideas like this are essential. We already had a perfume, and now we have our own pralines. It’s a beautiful step, and more will undoubtedly follow."
The MaasMoment was designed as a gift. Do you see other possibilities for the pralines?
Raf Terwingen: "The idea is, of course, that eventually people outside Maasmechelen will also be able to buy the pralines. All Maaslanders should at least taste them once! But they remain an original gift. The box is beautifully presented and makes an ideal Christmas gift for those who don’t know what to buy. We’re certainly going to give it to all our municipal staff, and we’re also giving Maasmechelen companies the opportunity to gift their employees and partners a MaasMoment. Of course, we hope the pralines will also grace as many holiday tables as possible this year."
One last tough question: which is your favorite praline?
Raf Terwingen: "The MaasMeesterlijk! I love the combination of dark chocolate, caramel, and salt. That’s truly my favorite."
