pladis UK&I’s GODIVA range takes bite into luxury biscuits

  • pladis UK&I is taking its £10.2 million[1] premium chocolate brand GODIVA into the multiple retail biscuits category for the first time
  • GODIVA Masterpieces Biscuits will be available in three variants: Milk Chocolate Caramel Lion, Dark Chocolate Ganache Heart and Milk Chocolate Hazelnut Oyster
  • The launch will tap into the growth of premium biscuits, currently +5.8% year-on-year[2]

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is taking premium chocolate GODIVA into the luxury biscuits category – the brand’s first venture into biscuits for multiple retail distribution.

The decadent GODIVA Masterpieces Biscuits range will be available in three variants: Caramel Lion, in which milk chocolate enrobes a smooth caramel filling; Ganache Heart, with dark chocolate and a velvety ganache filling; and Hazelnut Oyster, which consists of milk chocolate and creamy hazelnut praline filling. Each deluxe flavour combination sits on top of a melt-in-the-mouth biscuit.

“GODIVA has made great strides in establishing its premium chocolate into grocery since  2017,” explains Sarah Horowitz, Director of the New Ventures Business Unit at pladis UK&I. “We’re excited to be entering new territory by taking our signature chocolate range into luxury biscuits, tapping into consumer demand for every day indulgence.

“The premium biscuits category is fast-growing, increasing +5.8% year-on-year, and we see an opportunity for GODIVA to grow a branded presence in the category – and fuel overall growth.

“Consumers continue to show advocacy for indulgent treats that can be shared, gifted or enjoyed as a reward. First-class products like GODIVA Masterpieces Biscuits are resonating strongly with consumers and we’re proud to now offer an accessible, biscuit-based bite of luxury.”

New GODIVA Masterpieces Biscuits will be available in packs of 10 individually wrapped biscuits for an RSP of £4.00. They will launch exclusively in Sainsbury’s stores nationwide on 6th February, in time for the Valentine’s Day sales period. The range will roll out elsewhere in September 2019.

[2] Kantar Worldpanel 52 WE 2.12.18