Godiva and McVitie’s moving to new food categories

By Oliver Nieburg contact

- Last updated on GMT

Beyond chocolate and biscuits: Beanstalk to take Yildiz brands to desserts, ice creams and restaurant menus. Photo: Yildiz
Beyond chocolate and biscuits: Beanstalk to take Yildiz brands to desserts, ice creams and restaurant menus. Photo: Yildiz

Related tags: Perfetti van melle, Godiva

Yildiz Holding brands Godiva, McVitie’s, Flipz and Turtles are set to move into new food categories through a licensing deal with brand extension agency Beanstalk.

Godiva desserts

Beanstalk UK office managing director, Lisa Reiner, told ConfectioneryNews: “Beanstalk will target food categories that complement brand equities across the Yildiz family of brands.

“For Godiva, we are seeking opportunities to further extend the brand’s ultimate chocolate indulgence into categories such as desserts and sauces that deliver artistry chocolate to consumers.”   

She said Beanstalk plans to bring biscuit brand McVitie’s into more “everyday moments”​ through products such as breakfast drinks, ice cream and other baked goods.

Restaurant partnerships

Beanstalk will represent Godiva in the US, Canada, Europe, Japan and China; McVitie’s in Europe; and Flipz and Turtles in North America.

It is also exploring restaurant partnerships that would feature the brands on menu items.

Beanstalk has previously worked with confectionery companies such as Perfetti Van Melle and Cloetta.

The company is headquartered in New York and has offices in London, Miami and Cincinnati.

The Yidliz Holdings brands under the deal are part of its global confectionery business pladis, which was created in June​ last year, soon after Yildiz acquired UK-based firm United Biscuits.

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