Godiva is expanding its reach beyond selling on its own website and Amazon to grocery chains including Walmart, Target, Kroger, Publix, Walgreens, Costco, BJ’s and Albertsons. DigiDay reported that these retailers have already begun creating product pages for Godiva.
Coinciding with the channel expansion, Godiva has developed Masterpieces, a new line of chocolates it will sell through Amazon and its new grocery partners. The company predicts the line, featuring the most popular chocolates from its 91-year history, will bring in $50 million in new sales in 2018.
Godiva plans to provide to promote the new line with the remainder going to marketing its gifting portfolio around key holidays. In the fourth quarter alone, the brand is spending $12 million on media, digital and television advertising for Masterpieces, 65% of what it plans to spend on the new line in 2018.
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