Belgian chocolatier Godiva has released a new Gold Discovery Collection of chocolate pieces, inspired by the Godiva Gold assortment.
The line is pre-launching in travel retail this month and will feature in high-profile promotions at T Galleria by DFS in Guam, Paris Charles de Gaulle Airport with Lagardère Travel Retail and New York JFK Airport with International Shoppes.
Godiva Gold Discovery is a 28-piece collection of ganaches, pralines, mousses and caramels, including seven new recipes and nine restyled favourites. The chocolates are presented in a contemporary gold gift box embossed with the signature ‘G’ and the Lady Godiva emblem. The gift box is tied with a gold satin ribbon and decorated with a hangtag.
Highlights of the Gold Discovery Collection include the Mexican origin chocolate mousse Artisan Caramel, the redesigned Artisan Sureau elderberry mousse and the Eclipse Fraise Litchi lychee strawberry mousse.
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The praline line-up features a new Allure Pistache pistachio praline and an Allure Pécan caramelised pecan praline. The hazelnut pralines Coeur Blanc and Coeur Lait, in white and milk chocolate, an Amande Marquise praline with whole roasted almond, and the Volupté hazelnut praline with caramelised macadamia nuts have all been updated.
“We aim to refresh the image of the Godiva brand to attract new consumers, including status-conscious Millennials, without alienating existing Godiva fans” – Godiva Travel Retail General Manager Matthew Hodges
The restyled ganaches come in passion fruit & pink pepper, Eclipse Passion, Lady Noir with white chocolate & bourbon vanilla in a dark chocolate shell, Signature Lait with intense coffee, Tourbillon 85 with dark 85% chocolate and Egérie Noir with raspberry rose.
Ecusson chocolate caramel and a new Ecusson Blond salted caramel complete the collection.
Godiva Travel Retail General Manager Matthew Hodges commented: “The Godiva Gold Discovery Collection takes the iconic Godiva Gold collection to a new level with some fabulous new flavours and more contemporary presentations for some established favourites. It is designed to appeal to people who seek the latest experience, the most cutting edge flavours, the most attractive gifts and indulgences.
“Our objective is to develop further the customer base of the most-loved premium chocolate brand. We aim to refresh the image of the Godiva brand to attract new consumers, including status-conscious Millennials, without alienating existing Godiva fans. To do that we have to leverage our Belgian heritage and our reputation for quality while innovating and surprising our consumers with exciting new flavours and textures.
“New Gold Discovery will help us to affirm our status as a brand which is aspirational, innovative and desirable while remaining relevant and accessible to today’s consumers.”
The Discovery Gold Collection will be presented at TFWA World Exhibition (F33 Yellow Village).
