This is the luxury chocolate company’s first time to tap into the candy personalization market, and the products were launched in response to the growing demand for customized products and gifting options in the UK.
Edible gold dust
Caroline Ash, marketing manager at Candy Mechanics noted, through the collaboration, consumers can have their heads scanned on a 3D screen in Godiva stores and see what they look like in chocolate. Then they can choose flavors and see molded chocolate adorned in edible gold dust and lollipops finalized right in front of them.
“It brings a lot of theatre into retail as well,” she said.
Additionally, shoppers can engrave Godiva’s chocolate cards with bespoke messages for occasions, such as birthdays and wedding anniversaries, as well as design patterns with their fingers.
“The range is produced from Godiva’s Belgian recipe, developed by the team’s chief chocolatiers, in milk, dark and white chocolate,” said Ash.
Ash told ConfectioneryNews that chocolate personalization still accounts for a small share within the entire food space, and that’s why “there is a market place out there for gifting.”
“We’ve seen a huge trend from food brands in personalizing products. However, until now, this has mainly been limited to personalized packaging or time-intensive hand-crafting,” she said.
Ash added the chocolate cards can also be ordered online via Candy Mechanics’ website, and the company ships them internationally.
The lollipops, however, are only available at Westgate Shopping Centre, Oxford, currently.