Travel Retail and Duty Free Business Intelligence    Sunday 21 December 2014

CONFECTIONERY AND FINE FOODS

Godiva unveils novelties and big plans for travel retail in 2013

Published: 05/12/12

Source: ©The Moodie Report

By Melody Ng, Asia Bureau Chief

Product innovation, packaging design and expansion in travel retail will continue to be strong focuses for Godiva Chocolatier in 2013, the company revealed at the recent TFWA World Exhibition in Cannes.

“In 2013, we will live up to our heritage of established chocolate artisans and reputation for excellence in packaging design”, said Godiva Marketing Manager Global Travel Retail Leen Baeten.

“Travel retail is in many ways our window to the world and the place where we continue to reach new consumers,” says Godiva International President Mohamed Elsarky
“We will continue to have a strong focus on our brand and plan several initiatives to engage with consumers and to introduce them further to the world of Godiva. Offering relevant innovation remains equally important as it drives growth for our customers and for us. 2013 promises to be a very exciting year.”

The company’s 2013 novelties will feature combinations of appealing flavours, delicate textures and elegant gift boxes – inspired by culinary trends and reflecting tastes and preferences of chocolate consumers worldwide.

Chocolats Exotiques, a new travel retail exclusive collection, is a selection of double-layered chocolates that combine a fruity ganache with a crunchy texture. Created by Godiva’s Chef Chocolatier Patrick Peeters, these chocolates are inspired by the trend of pairing food with specially selected fruits and Asian spices.

Godiva’s signature Truffes Collection has also been updated to emphasise the luxury element of the range. The newly designed gift boxes feature rich textures, chocolate colours and one-of-a-kind graphics to make it a strong gifting option.

Next year will see Godiva rolling out more in-store events to generate buzz and excitement, as well as high-profile presentations and activities. “Successful events [with] key customers such as Ever Rich/Tasa Meng, DFS Hawaii and Belgian Sky Shops [have] emphasised the importance of introducing international travellers to the world and story of Godiva,” the company stated.

Besides promotional activities, Godiva will continue to roll out its travel retail store concept worldwide which includes distinctive fixtures for boutiques and shop‐in‐shops.

According to Godiva International President Mohamed Elsarky, the new store concept was developed in 2010 and first launched in Istanbul, Turkey. Since then around 80 stores have opened with the new design; next year will see another 100 stores incorporating the concept. This includes a Godiva shop-in-shop at Schiphol Airport planned for end 2012/early 2013.

Godiva is also making significant headway in Asia. Over a period of three years the company has opened 30 stores (from zero) in 13 cities across China, and it expects to have 55 stores in the country by this time next year.

Godiva will continue to roll out its travel retail store concept worldwide in 2013, including distinctive fixtures for boutiques and shop‐in‐shops
2013 will see Godiva launching more promotional in-store events and high-profile presentations and activities
October 2012 also saw another landmark opening in Asia: the first Godiva store opened in South Korea, with more stores planned over the next five years. “What’s interesting is that although we have had no stores in Korea until then, 17% of our Asian travel retail business was from Korea, so clearly the brand is known beyond its presence,” Elsarky said.

Describing the opening of the Godiva Chocolate Café at Harrods in London as “a milestone” in elevating the brand’s consumer experience globally, Godiva said it is looking forward to opening the first Godiva Café in travel retail, a channel it deems as “strategically important” for the brand’s global expansion.

Elsarky said: “We at Godiva are passionate about our brand and dedicated to bringing the ultimate chocolate experience to consumers around the world. Travel retail is in many ways our window to the world and the place where we continue to reach new consumers. By working closely with our customers, together we can continue to define and strengthen the premium confectionery segment.”

Godiva is looking forward to opening the first Godiva Chocolate Café in travel retail, following the opening of an outlet at Harrods in London (pictured)