From Sunday 3 Septemer, Sainsbury's customers across the country will be able to treat themselves to Belgian chocolates with the premium Godiva chocolate brand going on sale in 500 stores. This is the first time the Godiva brand has ever been sold in a UK supermarket.
Godiva chocolates will be available in 500 Sainsbury's supermarkets and convenience stores nationwide. Before this, the Belgian brand was only available in 11 locations in the UK, including Harrods and its own Godiva boutiques.
The new range includes the exclusive Godiva Masterpiece Collection, including filled chocolate tablets and individually wrapped pieces, as well as gifting and sharing boxes and tablets from Godiva's core range, all expertly crafted with premium Belgian chocolate.
To make the Godiva chocolate range really stand out for customers, bespoke display fixtures have also been designed for the majority of stores.
The Godiva launch follows the introduction of a number of food concessions and brand partnerships in Sainsbury's supermarkets. Patisserie Valerie cakes and gateaux are now available at 18 in-store bakery counters while the retailer is launching 30 more Sushi Gourmet concessions by the end of the financial year, bringing the total number of in-store sushi counters to 50.
In June, Sainsbury's also opened a Crussh concession in its Pimlico store in London, selling premium 'fit food' and freshly made juices, smoothies and coffees.
Sainsbury's Category Manager for Impulse, Rachel Clark, said, 'We're committed to offering our customers the greatest choice of delicious and differentiated food in our stores. Godiva is a leading, premium chocolate brand and the partnership we're announcing today is a great example of how we're innovating in our stores to bring our customers an exciting choice of high-quality products and brands that many won't be able to find anywhere else.'
Jon Eggleton, Managing Director UK & Ireland, pladis. which owns Godiva, said, 'Godiva combines nine decades of traditional Belgian chocolate artistry with the latest innovation to offer a sensory experience that is loved by consumers worldwide. We are hugely excited to be expanding in the UK, working with Sainsbury's to bring luxurious, premium products and in-store experiences that are brand new to this market.
'The Masterpiece range will showcase three of Godiva's best-selling signature flavours crafted in the shape of the original boutique chocolates: The Ganache Heart, Hazelnut Oyster shell and Caramel Lion. We are confident this launch will delight discerning chocolate lovers across the UK.'