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Godiva has long been a favorite of chocolate-lovers, especially among their core audience of women from 25 to 40, but with the rise of hip new chocolate companies, increasingly off-the-wall flavor combinations and the acceptance of these changes by consumers, the company needed to freshen up their image.
To this end, they are redecorating most of their North American stores and have redesigned their signature gold ballotin, packing it with some brand new, more modern, chocolate combinations.
The box itself is bigger and more luxurious looking, with thick gold paper and a better organization "designed to help customers identify the different...collections." The chocolates themselves have more unusual shapes and are painted with edible, colorful designs, just as many artisan chocolatiers do now. The new flavors include: pecan-caramel duet, a caramel-accented milk chocolate ganache, chocolate with sweet cherry, dark chocolate with raspberry caramel and a macadamia nut mosaic.
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9-25-2006 @6:11PM Dmnkly said... They can putz around with flavor combinations and packaging all they want, but it seems to me the core issue is that the quality of their chocolate is mediocre and people are getting wise.
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9-25-2006 @7:37PM Robyn said... I was going to say something similar. I always thought Godiva was so fancy, but one year I got a box of Godiva and a box of See's (not sure how widespread this chain is or what the price comparison is, but it definitely is perceived as less fancy than Godiva) and the See's was way better!
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9-25-2006 @9:56PM Geena said... The "new" flavors sound kinda...low end for the prices Godiva charges. They're like the sort-of things you'ld see in a Whitman's sampler or other drugstore chocolate assortment. Not bad sounding, (it's hard to mess up chocolate too much) just not challenging or even very intresting at all.
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