This line marks the first time that Godiva – in nearly 100 years in business – offers at-home, DIY products. It launched a line of pudding mixes last year.
More than a brownie mix, the Godiva mixes can produce Molten Lava Cakes, Brownie Cheesecake Swirls, and Raspberry or Flourless Chocolate Tortes. Each box, RRP $4.99 at major US grocery stores, carries Godiva’s 72% dark chocolate and calls for only the addition of eggs and butter. The cheesecake swirls also call for cream cheese. The company confirmed that they are intended to be as straightforward to use as other commercial baking mixes.
“This is an exciting time for Godiva, as we continue to innovate and expand our portfolio with products that will bring us into consumers’ homes on a regular basis,” said Caroline Le Roch, president of the Americas for Godiva.
"When we started to create the premium baking mixes, we had to ensure that they were of the highest quality, so we knew that bringing on a partner, like General Mills, to do this was imperative,” she added.
According to Godiva, executive chef Thierry Muret turned to the brand’s signature truffles and chocolate pieces – such as the Midnight Swirl and Chocolate Lava Cake Truffle – for inspiration. He worked with General Mills’ baking team to develop a consumer-ready product that matched the ‘rich, decadent experience’ Godiva wishes to evoke.
"GODIVA is an iconic brand known worldwide for its quality chocolate treats, and we are excited to pair our expertise in the baking mix category with their delicious chocolate through these new products,” said Roger Galloway, who leads General Mills’ baking business. “In partnership with GODIVA, we're helping at-home bakers make impressive, decadent desserts to enjoy with their loved ones."
Asked whether the decision to partner with General Mills stemmed from manufacturing or sourcing realities, Godiva told this site: "To ensure premium product development that would reflect the Godiva brand and the ability to get product on shelves, we needed a partner that excelled within both realms. General Mills has a rich history within this category, so we knew that utilizing their expertise would be beneficial to Godiva as we created this product."
Connecting with consumers
Godiva has embarked on an international mission to connect directly with consumers through cafes, in addition to its existing presence in the baking aisle of most US grocery stores.
In April, the Belgian company opened its first full-service café in New York City – with 10 planned for the Northeastern US just this year, followed by a hopeful 2,000 worldwide.
A spokesperson told ConfectioneryNews at the time that the café model allows the brand to integrate with consumers’ daily lives.