Godiva is spotlighting its new Masterpiece Collection with a cinematic quick movie that brings the Lady Godiva character to life.
The quick video, Lady Godiva Returns: A Modern Masterpiece is Bornand the revamped line of premium goodies comes a 12 months and a half after its proprietor, Turkish conglomerate Yildiz Holding, built-in the model into its portfolio of manufacturers below pladis Global.
Headquartered in London, pladis was formed in 2016 to consolidate all of Yildiz Holding’s baked and confectionery manufacturers below one firm: United Biscuits (together with McVitie’s, Jacob’s, Carr’s, Go Ahead), DeMet’s Candy Company (together with Flipz and Turtles), and Koninklijke Verkade (together with Verkade and Sultana).
Masterpiece Theatre
The new movie, by award-winning director, Adrian Villagomez, options Leighton Meester – finest identified for her position as Blair Waldorf on the TV present Gossip Girl – as Lady Godiva, who engages in a late-night museum heist.
But as a substitute of stealing a murals, she returns the Masterpiece Collection goodies to the museum.
“Leighton embodies the values of the powerful, feminine brand muse. Bold. Strong. Generous. Subtle. Creative. That’s not just Lady Godiva – it’s everything Godiva has strived for since 1926. Leighton was the perfect choice to welcome this new era of reimagination,” Godiva stated in a press launch.
The quick movie is debuting on related TV, out-of-home, billboards, digital and social platforms, Godiva stated.
Democratizing premium
The revamped Masterpiece Collection is available in three varieties – Decadent Dark Chocolate Ganache, Heavenly Milk Ganache and Silky Smooth Caramel – and three sizes.
The 4.1-ounce baggage are $7.49 and obtainable at Walgreens, CVS, Kroger, HEB, Albertsons, Wakefern and Wegmans. The 7-ounce baggage run for $15 and can be found at Macy’s, Kohl’s and Dillard’s. Godiva’s 15.1-ounce baggage are $14.99 and obtainable at Costco and BJ’s.
The cheaper price level follows GODIVA’s purpose of “democratizing” its premium goodies for the typical client.
“We want to make sure that whatever we bring to the market is the best chocolate available for US consumers,” Carlos Canals, pladis Americas managing director, informed FoodNavigator on the 2024 Sweets & Snacks Expo.
When the Masterpiece Collection was launched in 2017, then-CEO of pladis North America, Brian Blanchford, stated the targets of the road had been to “give consumers more accessibility to indulge in Godiva’s most decadent, signature pieces as an everyday treat.”
“With the debut of the Masterpieces collection, we are bringing premium Godiva chocolate to the masses with distribution beyond our boutiques and exclusive department stores,” Blanchard stated.
Premium chocolate developments up
Although Godiva is broadening its attraction with reasonably priced choices, the premium chocolate market is on a strong growth trajectorybased on Future Market Insights, Inc.
Premium is projected to develop from $7.4 billion in 2025 to $17.1 billion by 2035, with an estimated CAGR of 8.7%, the info analytics agency reported.
The development is pushed by client demand for artisanal goodies with distinctive flavors and moral sourcing, Future Market Insights famous.
“This shift is evident in both developed and emerging markets, where rising disposable incomes and growing awareness of sustainability are pushing the demand for premium chocolate products to new heights,” the report stated.
“One of the most influential factors shaping the premium chocolate market is the evolving consumer preference toward healthier, more natural indulgences. Dark chocolate, rich in antioxidants and associated with various health benefits such as improved heart health, has become particularly popular.”
