“Sweet Delights With A Pinch Of History”. And Travel Retail Storytelling At Its Best – Choco Myths.
2 minutes read
Introduction by: Peter Marshall
Choco Myths is an Athens-based confectionery brand slowly, but surely, carving its own special niche in travel retail.
Its innovative approach ticks all the boxes – quality products, rich storytelling and a strong sense of place. And now it’s come up with a strictly limited edition which is exclusive to a key regional airport in Greece.
As TRunblocked.com’s Contributing Editor Colleen Morgan points out, what’s not to like about this concept.
Few brands in travel retail would have started life as the result of a series of light-hearted, semi-philosophical questions. Choco Myths stands out as one of them.
The Athens-based confectionery brand was conceived in 2016, following a brain-storming session by its founders, who include General Manager Georgios Chouseas.
They were looking for something new in travel retail – something a bit different, and, strangely enough, one of the questions that came up was: what chocolate Cleopatra would prefer? Their conversation moved to the Greek gods… and ultimately to a brand recipe combining a passion for chocolate, travelling and world history – and an innovative mindset – with quality chocolate and a very distinct sense of place.
The Choco Myths concept – which is exclusive to travel retail – combines mythological, fictional and historical characters, and landmarks with chocolate and biscuit products, all made in Greece, all presented in a fun, but always respectful, way. Its eye-catching packaging features characters from across the world, with unique artwork from Greek, award-winning caricaturist Dimitris Georgopalis, and on-pack stories to match.
Choco Myths introduces Aphrodite and Athena, Socrates and the Medusa – to name but a few from the Greece collection – and other characters in ranges that include Egypt, Italy, the Far East and beyond. Its products are available in travel retail in Greece, Egypt, Turkey, Holland, Morocco, Canada, Brazil, Albania, Cyprus, Ireland, Germany, and Spain. And, as Georgios Chouseas points out, the brand’s going well, but its latest idea could take it to another level.
In collaboration with Avolta Greece, Choco Myths is introducing a limited-edition series, with its starting point on one of the world’s most famous islands, Santorini. Roll-out is well timed to match the island’s summer season boom in visitors, with three bespoke chocolate bars spotlighting Santorini’s famous white-washed churches and its every-present Greek donkeys.
There’s a catch, though. Only 2,000 bars will be produced in 2025, available exclusively at Santorini Airport and, surprisingly, with the regular €4.50 price.
“These bars are not just sweet treats,” Chouseas says. “They embody exclusivity, cultural storytelling, and rareness, making them highly collectible for travellers and chocolate lovers alike. From design to distribution, this is a celebration of Greek heritage through a modern, premium lens and we are very proud to initiate these collections with Avolta Greece in their top-class retail shops.
“Through these unique collections, we lay the foundation for future localised product lines that connect emotionally with each destination.”
Other destinations in this limited-edition collection will also be introduced over the summer. And the rest, as they say, is history…. or mythology…. or Choco Myths…
