BELGIUM. Belgian chocolate confectionery supplier Godiva has announced what it describes as “a new vision for the future”. The initiative aims to produce a more innovative and contemporary market positioning for its products.
Godiva’s market research has revealed a change in the way that consumers think about chocolate. There is a move towards being “˜openly indulgent’ as people are becoming more inclined to treat themselves as well as to buy for others. And there is a return to what the company describes as “˜dependable values’, resulting in a resurgence of well-known brands with a strong, quality image.
In response to the research Godiva said it will adapt its product range and customer approach to meet these trends, at the same time consolidating its position in the world’s chocolate marketplace.
Innovative and contemporary product introductions will be echoed in dynamic new communication materials, as well as in the layout and presentation of Godiva’s stores.
Within the travel retail environment, Godiva is continuing to introduce its new-look refrigerated cabinets into European airports. These are replacing the traditional black and gold merchandisers with sleek wooden units.
Godiva travel retail manager Gerry Murray commented: “We are developing our Godiva airport shop concept and we are also actively working with retailers to increase the amount of personalised space for Godiva. In addition we are developing more creative promotional themes for use in travel retail, including gwp ideas that will tie in with activity on the domestic market.”
New products which will be available to global travel retail include Croquant, a simple combination of fine chocolate and different nuts, resulting in Hazelnut Croquant, Almond Croquant, Macadamia Croquant and Pecan Croquant flavours.
Seasonal sales continue to be very important to Godiva in domestic markets, and this is an area that is to be built on in travel retail over the coming months. A special Valentine’s Box will be the first such development; details will be announced shortly.
Travel retail enquiries to Gerry Murray at gerard_murray@godivachoc.com
