Behind the Brand
PRALINOR is the story of an Artisan Chocolatier family, born from the union of two cultures, who masterfully blended Belgian savoir-faire with Moroccan touches to create a chocolate of distinct character.
Pralinor presents its range of authentic chocolates, unfolding into a palette of enchanting flavors.
It All Began in 1983
It was in 1983 that Ahmed El Idrissi and his wife Mauricette left Belgium. Armed with their expertise gained from a renowned chocolatier and driven by their passion for authentic chocolate, they decided to embark on the ambitious adventure of opening a chocolate factory in Morocco. After modest beginnings, crafting Pralinés in their kitchen to sell to acquaintances, Pralinor was born in 1983, immediately captivating the residents of Casablanca, who were delighted to see an Artisan Chocolatier finally open its doors nearby…
1985 - Boutique Opening
A historic establishment, Pralinor Taha Houcein (formerly Galilée) remains etched in the memories of the residents of Gauthier district, as well as all chocolate connoisseurs of the white city. This emblematic store continues to be a cherished meeting point for both long-time and new residents of this very fashionable district in Morocco’s economic capital…
2000 - First Franchise Opening
In the year 2000, the family business embraced the vibrant new millennium, and Pralinor seized the opportunity to open its first franchise! Success was immediate, as today there are no fewer than 10 franchised stores across Morocco. However, Pralinor’s vision extends even further…
2005 - First Pralinor Opening in China
Indeed, China! Mehdi, one of the Idrissi sons, decided to expand the brand in Shanghai, where he resided at the time. The concept resonated well, and Pralinor achieved significant success among the local population, establishing itself as one of the very first to offer Artisan Chocolatier chocolate in a modern and vibrant Shanghai.
2017 - Passing of the Torch
Return to Casablanca of the founders’ eldest son, to take over the chocolate house
In 2017, a return to Morocco became imperative to take the helm of the mother company. He chose to draw upon his roots for his ambitions: he is determined to modernize the brand to meet tomorrow’s challenges, while cherishing the family’s legacy from yesterday.
40 Years of Excellence
13 Boutiques    5 Cities
The brand is committed to modernizing its heritage while aiming to captivate Generation 2.0, thereby preserving the precious family legacy that has forged its success. The future of Pralinor promises to be more radiant than ever.