Godiva is spotlighting its new Masterpiece Collection with a cinematic short film that brings the Lady Godiva character to life.
The short video, Lady Godiva Returns: A Modern Masterpiece is Born, and the revamped line of premium chocolates comes a year and a half after its owner, Turkish conglomerate Yildiz Holding, integrated the brand into its portfolio of brands under pladis Global.
Headquartered in London, pladis was formed in 2016 to consolidate all of Yildiz Holding’s baked and confectionery brands under one company: United Biscuits (including McVitie’s, Jacob’s, Carr’s, Go Ahead), DeMet’s Candy Company (including Flipz and Turtles), and Koninklijke Verkade (including Verkade and Sultana).
Masterpiece Theatre
The new film, by award-winning director, Adrian Villagomez, features Leighton Meester – best known for her role as Blair Waldorf on the TV show Gossip Girl – as Lady Godiva, who engages in a late-night museum heist.
But instead of stealing a work of art, she returns the Masterpiece Collection chocolates to the museum.
“Leighton embodies the values of the powerful, feminine brand muse. Bold. Strong. Generous. Subtle. Creative. That’s not just Lady Godiva – it’s everything Godiva has strived for since 1926. Leighton was the perfect choice to welcome this new era of reimagination,” Godiva said in a press release.
The short film is debuting on connected TV, out-of-home, billboards, digital and social platforms, Godiva said.
Democratizing premium
The revamped Masterpiece Collection comes in three varieties – Decadent Dark Chocolate Ganache, Heavenly Milk Ganache and Silky Smooth Caramel – and three sizes.
The 4.1-ounce bags are $7.49 and available at Walgreens, CVS, Kroger, HEB, Albertsons, Wakefern and Wegmans. The 7-ounce bags run for $15 and are available at Macy’s, Kohl’s and Dillard’s. Godiva’s 15.1-ounce bags are $14.99 and available at Costco and BJ’s.
The lower price point follows GODIVA’s goal of “democratizing” its premium chocolates for the average consumer.
“We want to make sure that whatever we bring to the market is the best chocolate available for US consumers,” Carlos Canals, pladis Americas managing director, told FoodNavigator at the 2024 Sweets & Snacks Expo.
When the Masterpiece Collection was launched in 2017, then-CEO of pladis North America, Brian Blanchford, said the goals of the line were to “give consumers more accessibility to indulge in Godiva’s most decadent, signature pieces as an everyday treat.”
“With the debut of the Masterpieces collection, we are bringing premium Godiva chocolate to the masses with distribution beyond our boutiques and exclusive department stores,” Blanchard said.
Premium chocolate trends up
Although Godiva is broadening its appeal with affordable options, the premium chocolate market is on a strong growth trajectory, according to Future Market Insights, Inc.
Premium is projected to grow from $7.4 billion in 2025 to $17.1 billion by 2035, with an estimated CAGR of 8.7%, the data analytics firm reported.
The trend is driven by consumer demand for artisanal chocolates with unique flavors and ethical sourcing, Future Market Insights noted.
“This shift is evident in both developed and emerging markets, where rising disposable incomes and growing awareness of sustainability are pushing the demand for premium chocolate products to new heights,” the report said.
“One of the most influential factors shaping the premium chocolate market is the evolving consumer preference toward healthier, more natural indulgences. Dark chocolate, rich in antioxidants and associated with various health benefits such as improved heart health, has become particularly popular.”
