Godiva enters mainstream supermarkets in bid to become $2bn brand

By Oliver Nieburg

- Last updated on GMT

Godiva Masterpieces range to enter supermarkets in major markets, including Sainsbury's in the UK. Photo: Godiva
Godiva Masterpieces range to enter supermarkets in major markets, including Sainsbury's in the UK. Photo: Godiva

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Premium chocolate brand Godiva has partnered with supermarkets in the UK, North America and other major markets to enter mainstream retail.

Godiva range to enter Sainsbury’s

Masterpieces Tablets: ​83 g, three flavours, RISP £2 ($2.64)

Godiva_boxes group
Photo: Godiva

Masterpieces Individually Wrapped Chocolates: ​93g, three flavours, RISP £4.80 ($6.33)

Godiva Tablets: ​90 g, seven flavors, RISP £2 ($2.64)

Gifting Assortments:

  • The Belgium Selection, Medium Box – 215 g, 17 piece, RISP £9 ($11.87)
  • The Belgium Selection, Large Box – 325 g, 26 piece, RISP £13 ($17.15)
  • 90th​ Anniversary – 110 g, nine piece, RISP £15 ($19.79)
  • 90th​ Anniversary – 220 g, 18 piece, RISP £28 ($36.94)
  • 90th​ Anniversary Truffles – 12 piece, RISP £22 ($29.03)

The Yildiz Holding-owned brand will enter Sainsbury’s in the UK, Albert Heijn in the Netherlands and other as yet unnamed partner supermarkets in North America, China, Sweden, Turkey and Saudi Arabia with new range Godiva Masterpieces.

Godiva’s global expansion

Godiva was previously only present in the UK via its 12 own-stores and in premium retail such as Harrods, Selfridges and John Lewis.

“The UK confectionery market is huge and, within this, the premium chocolate market is set to expand considerably,” ​a Godiva spokesperson told ConfectioneryNews.

“There is significant scope to launch new products in this category which is why we introduced our new Godiva Masterpieces range to the UK. From our research, we anticipate this trend continuing, which has supported our ambitions for Godiva’s global expansion,” ​they said.

Godiva is aiming to become a $2bn brand by 2022. The company refused to disclose current revenues, but said it would be doubling sales in its press release.

500 Sainsbury’s stores

The company is already present in more than 100 countries with distribution in 800 boutiques, global travel retail, department stores, speciality stores and online.

Godiva Masterpieces will enter 500 Sainsbury’s stores across the UK. Sainsbury’s is the UK’s second largest supermarket by revenues with a 15.8% market share​ for the 12 weeks ending August 13, 2017, according to Kantar Worldpanel

Godiva’s move to mainstream supermarkets follows success in the UK and North America of rival Lindt, which has enjoyed substantial revenue growth​ and has outpaced the overall chocolate market.

It is part of Yildiz Holdings global confectionery arm pladis, which also includes United Biscuits, Ulker and DeMet’s Candy.

Pladis has annual revenues of £2.2bn ($2.9bn) and has 26,000 employees across 34 factories. Only 6% of its revenues come in North America, but the US is expected to make up a fifth of global revenues​ within two years, driven by Godiva.

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