GODIVA expands its licensing portfolio in North America
Premium chocolatier GODIVA is expanding its licensing portfolio in the US and Canada markets with the launch of four new licensing partnerships in 2022.
The company said it will be sweetening its palette of licensed offerings with GODIVA-inspired premium products developed in association with its new licensing partners: Boardwalk Frozen Treats, Jimmy's Gourmet Bakery, Le Vian, and Cookies United.
Its new partners join General Mills, The Cheesecake Factory and, most recently, Jessica Pastries in the company's North America licensing portfolio.
"We are thrilled to offer this first-class selection of GODIVA-inspired products that imbue the unmatched quality and essence of our premium brand while reinforcing that GODIVA is the perfect choice to make any moment into an amazing one," said Nurtac Ziyal Afridi, GODIVA's chief executive officer.
"Establishing new partnerships reinforces our strategy of expanding our accessibility and democratizing premium chocolate to open more people's eyes to the wonder of GODIVA. Licensing will continue to play a critical role in these endeavours in North America and around the world."
Boardwalk Frozen Treats will introduce seven new, super-premium GODIVA ice cream pints with each flavour inspired by GODIVA's classic premium chocolate pieces and flavour profiles. The frozen treats will roll-out in grocery stores throughout the US this month. Exclusive flavours include: Hazelnut Crunch, Mint Medallion, Praline Cone Crunch, Salted Caramel Brownie, Caramel Embrace, Chocolate Strawberry, and the iconic Midnight Swirl.
"We are highly selective when choosing a licensing partner as we want to ensure they are each 'GODIVA-worthy' and must share the same vision and mission: spreading happiness and wonder to all," said Meghan Furse, Global Director of Business Development, GODIVA. "With each partnership, we are providing a new channel to extend our premium quality brand to a wider audience and attract a new generation of GODIVA fans."