Belgian chocolate house Godiva saw a double-digit rise in its Asia Pacific operations last year and the region is seen as pivotal in the company’s ambition to double its duty free and 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 (below).

 

Godiva says it has a retail blueprint in place to ensure growth. It incorporates interactive theatre, HPP’s and associated promotions. In the second half of the year, the brand will continue to celebrate its heritage and craftsmanship with Création Pralinés, a limited edition DF&TR exclusive in gold packaging that targets gifting.

 

Création Pralinés will be supported by new activations focused on motivating customers to taste and discover the new collection.

 

At TFWA Asia Pacific Godiva will also presents a revamped Godiva Biscuit collection in fresh blue packaging to reinforce Godiva’s heritage, with gold European destination stamping (right). The collection includes four single variety packs (Signature, Dark Truffles and Strawberry (all 100g) and Hazelnut Praline (125g)), a mixed trio-pack (300g) exclusive to DF&TR, plus a 23-pieces assortment (178g), and  50-pieces tin (369g).

 

Another DF&TR exclusive is Messages Tout Chocolat (below) containing a mix of four different chocolates created to represent Zen, Love and Luck. The concept is supported by an HPP enabling travellers to send a personal message to a loved one via an interactive iPad app. Key airports globally – including locations in Taiwan and Thailand – will be running the promotion.