Strong growth in Asia Pacific region underpins Godiva ambition to double travel retail business

 With a double digit increase in Godiva’s Asia Pacific business last year, the region is seen as pivotal in the company’s ambition to double its travel retail business within five years. ‘Travel Retail has been named as Godiva’s second most important strategic ambition, with our business in Asia Pacific on a strong upward curve, this year’s Singapore show is more important than ever,’ says Godiva Chocolatier VP Global Travel Retail Christoph Neusser. ‘The event provides us with a superb opportunity to both introduce Godiva’s innovations for this year, and also to discuss how the Godiva experience blueprint– which incorporates interactive theatre, HPP’s and associated promotions – can bring a compelling and enticing addition to the airport retail environment.’

During the second half of the year, Godiva will continue to celebrate its heritage and craftsmanship with Création Pralinés. This limited edition Travel Retail exclusive offers 18 exquisite chocolates with four new recipes inspired by Godiva’s worldwide loved signature praliné recipe, a well-kept secret guarded by the Chef Chocolatiers of the company. Contemporary and sophisticated gold packaging makes Création Pralinés the perfect gift.

The launch of Création Pralinés will be supported in store with high profile activations that will delight travellers with an exploration of scents to tantalise the taste-buds. The promotion will seek to motivate customers to taste and discover this new collection which epitomises the authenticity of Godiva, yet which is reinterpreted in new, indulgent and trendy flavours. Watch this space for more details!

This year at TFWA Asia Pacific (stand L2) Godiva presents a number of new collections to customers including a completely revamped Godiva Biscuit collection. Fresh and modern blue packaging reinforces Godiva’s heritage and quality standard and is given a travel feel with gold European destination stamping. Perfect for sharing, the collection includes four single variety packs (Signature, Dark Truffles and Strawberry all 100g and Hazelnut Praline 125g), a mixed 300g Trio-pack, exclusive to Travel Retail, plus 178g 23 pieces Assortment and 369g 50 pieces tin.

‘Asia is a very strong biscuit market for Godiva and, based on consumer insights, we’re confident that the new colours used for the packaging will be extremely well received,’ continues Neusser. ‘We will be supporting the launch in the region with sampling programs, special fixtures and a cooler bag GWP over the summer months, as always bringing some additional excitement and theatre to the introduction.’

Exclusive to travel retail, Messages Tout Chocolat is perfect for gifting. Available instore now, this trendy and eye-catching gift-box, containing a mix of four different chocolates created to represent Zen, Love, Luck, is a perfect example of Godiva creating a delightful shopping experience for travellers. Each box has a label enabling the buyer to further personalise the gift. The concept is being supported by an imaginative HPP which enables travellers to send a personal message to a loved one via an interactive iPad app as part of an audio and visual experience. 

 

Seven key airports globally – including Taiwan and Thailand within Asia Pacific - will be running the promotion. ‘Travelling brings with it many emotional experiences; this new concept is ideal for enabling consumer to express their emotion to loved ones via a personal message with every chocolate. The HPP creates a true sensorial experience inviting travellers to send a direct hand-written message to a family member, friend or lover,’ continues Neusser.

The Godiva Global Travel Retail concept will continue to roll out within the Asia region as the company looks to bring a complete experience into the airport retail environment. ‘The company points to its exclusive Godiva Boutique with seating serving hot and cold beverages as well as ice creams and cookies, have proved very successful indeed,’ says Neusser. ‘This level of brand experience has great potential within travel retail – not just in Asia but globally - creating true chocolate theatre and offering an unique experience for travellers.'

Starting in Belgium in 1926, Godiva has developed a world‐wide reputation for excellence with a presence in over 70 countries offering a wide range of chocolate creations. Inspired by the values of Lady Godiva, her passion, generosity, boldness and pioneering spirit, Godiva whatever the occasion. Perfectly combining its craftsmanship and heritage, Godiva's chocolate has become synonymous with luxury and innovation in Belgium tradition, bringing the best of Belgium to the world.