- pladis UK&I is taking its £10.2 million 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
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.
 Kantar Worldpanel 52 WE 2.12.18