Godiva unveils new "Gems" line in sophisticated packaging

Product is the company's first to be carried in grocery chains

-- Packaging Digest, 8/28/2009 8:18:00 AM

This fall, Godiva Chocolatier is taking a bold step to make its brand more affordable and accessible with the introduction of Godiva Gems.

The collection features three varieties, Solid Gems, Caramel Gems and Truffle Gems, all available in rich milk or dark chocolate. Each is packaged in a jewel tone wrapper, designed to look appropriate for candy dishes.

Aimed at savvy shoppers who appreciate high quality chocolate at an affordable price, the launch of Godiva Gems will mark a ground-breaking moment in Godiva's history. In addition to Godiva stores and department stores nationwide, Godiva Gems will be available for the first time at a variety of convenient locations. New, exciting points of sale for Godiva Gems include premium grocery stores such as Safeway, Publix and Wegmans, making it possible for consumers to easily obtain delicious Godiva chocolates.

"Godiva Chocolatier has been known for over 80 years as the leader in the premium chocolate category," says Jim Goldman, President & CEO, Godiva Chocolatier Worldwide. "Our delectable chocolates have traditionally been packaged and sold primarily as gifts, and have been available only in boutiques and department stores. With the launch of Godiva Gems, we have broadened the availability and accessibility of our high quality chocolate. This represents an exciting leap forward for Godiva and consumers, especially in this challenging environment."

SOURCE: Godiva Chocolatier