CONFECTIONERY: Godiva brings out the gourmet in us

BELGIUM. Godiva Chocolatier is to launch a premium Gourmet Line of top quality coffee, tea, cocoa, biscuits, jams and chocolate spread. The range will be presented to travel retail buyers for the first time at the Duty Free Show of the Americas this March, with delivery from April 2004.

The quality product range in luxurious and contemporary packaging brings a wider dimension to the Godiva offer, capitalising on its reputation for Belgian chocolates and more recently-introduced biscuits. The packaging holds the range together using colour coding to allow differentiation between the product lines with biscuits (gold), coffee (black), tea (green), jam (orange), and chocolate spread and cocoa (brown) all in metal boxes which can be reused. Shelf impact is excellent.

The Gourmet Line includes: Premium Blend Coffee 250g (8.8oz), which is a 100 % Arabica coffee; Praline Coffee 250g (8.8oz), 100% Arabica coffee which recalls the praline fillings of Godiva chocolates; Earl Grey tea 125g (4.4oz) and Orange Blossom tea 125g (4.4oz).

Godiva is using its legendary chocolate heritage to market a premium cocoa with 72% cocoa chocolate flakes for a smooth, rich taste in a 250g (8.8oz) presentation. The range also includes traditionally-made jams in three varieties: Apple Cinnamon, Three Citrus (orange/grapefruit/lemon) and Red Fruits, all in 225g (7.9 oz) sizes. The Godiva chocolate taste is also available for the first time in two spreads: hazelnut and dark chocolate in 200g (7oz) size.

Godiva biscuits, an established line, naturally form a part of the new Gourmet Line. Varieties include Godiva Signature, Hazelnut Belgique and Raspberry Chocolate, all 100g (3 oz) – and the 380g (13.4oz) Collection Tin.

“We are really excited about introducing this new Gourmet Line to travel retail,” said Godiva international travel retail manager Gerry Murray. “It’s an area of the business which is growing steadily and we are confident that Godiva’s existing worldwide quality reputation will reflect in sales of this new range from both existing and new customers.”

Travel retail enquiries to Gerry Murray at Godiva on email: gerard_murray@godivachoc.com

Orlando stand number: 607-609

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