Luxury chocolate brand Godiva is to make its UK supermarket debut in sweet biscuits with a three-strong range.
Three premium Masterpieces Biscuits variants are set to roll exclusively into Sainsbury’s from 6 February: Caramel Lion, (milk chocolate around caramel), Ganache Heart (dark chocolate with a ganache filling) and Hazelnut Oyster (hazelnut praline in milk chocolate). Each pack contains 10 individually wrapped biscuits (rsp: £4/115g-120g).
Godiva’s first venture into biscuits for multiple retail comes almost 18 months after the Pladis brand made its UK supermarket debut in September 2017, when it launched six Masterpieces confectionery SKUs in Sainsbury’s.
Godiva had since “made great strides in establishing its premium chocolate into grocery” said 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 consumer demand for everyday indulgence.”
With the premium biscuits category’s value increasing at 5.8% year on year, “we see an opportunity for Godiva to grow a branded presence in the category – and fuel overall growth” Horowitz added.
Masterpieces Biscuits will be available across the rest of grocery from September.
Last year, value sales of sweet biscuits increased by 2.9% to £1,610.8m – due in part to premiumisation by high-priced NPD aimed at indulgence [Nielsen 52 w/e 8 September 2018].
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