Godiva Chocolatier

2025-09-17T06:14:09Z

2600:8800:311B:4100:B817:30C1:76D3:7E2F: /* Manufacturing */ MoS

{{Short description|Belgian-based chocolaterie}}

{{Infobox company
| name = Godiva Chocolatier
| logo = Godiva Chocolatier Logo.svg
| logo_size = 200px
| type = [[Subsidiary]]
| foundation = 1926
| founder = Joseph Draps
| key_people =
| location_city = 333 West 34th Street, New York City
| location_country = U.S.
| locations =
| area_served = Worldwide|
| industry = [[Confectionery]] production
| products = Food and Beverage ([[Chocolate]] and [[Coffee]])
| services =
| market cap =
| revenue =
| operating_income =
| net_income =
| assets =
| equity =
| owner = {{Unbulleted list|[[Yıldız Holding]] (as [[Pladis]]) |[[MBK Partners]] (Japan, South Korea, Australia, New Zealand)}}
| num_employees =
| parent = {{unbulleted list|[[Campbell Soup Company]] (1974-2007)|[[Yıldız Holding]] (2007–2019)}}
| divisions =
| subsid =
| homepage = {{URL|http://www.godiva.com}}
| footnotes =
| intl =
}}

'''Godiva Chocolatier''' ({{IPAc-en|ɡ|ə|ˈ|d|aɪ|v|ə}}; {{IPA|fr|gɔdiva}}) is a multinational chocolate maker owned by Turkish conglomerate [[Yıldız Holding]].<ref>{{Cite web |date=25 January 2021 |title=Godiva to close all 128 chocolate stores in North America, citing decline in shoppers due to pandemic |first=Haley |last=Messenger|url=https://www.nbcnews.com/business/business-news/godiva-close-all-128-chocolate-stores-north-america-citing-decline-n1255592 |website=[[NBC News]]}}</ref><ref>{{cite news |first=Alistair |last=Gray |last2=Song|first2= Jung-a|date=20 February 2019 |title=South Korea's MBK strikes $1bn Godiva chocolate deal |url=https://www.ft.com/content/e66ad1bc-348d-11e9-bd3a-8b2a211d90d5 |newspaper=Financial Times}}</ref><ref>{{Cite web |title=GODIVA Thailand Official Website - World Famous Handmade Chocolates |url=http://www.godiva.co.th/join-us.php |website=www.godiva.co.th}}</ref><ref>{{Cite web|url=https://asia.nikkei.com/Business/Business-deals/Godiva-sells-Asia-business-to-South-Korea-s-MBK-for-1bn|title=Godiva sells Asia business to South Korea's MBK for $1bn|date=February 21, 2019|website=Nikkei Asia}}</ref>

Founded in Belgium in 1926, it was purchased in 1974 by American food manufacturer [[Campbell's|Campbell Soup Company]], which owned and operated the company until its sale to Yıldız in November 2007.<ref name=":1">{{Cite news |last=Clark |first=Andrew |date=2007-08-09 |title=$1bn Godiva divestment |url=https://www.theguardian.com/business/2007/aug/10/9 |url-status=live |archive-url=https://archive.today/20250324092447/https://www.theguardian.com/business/2007/aug/10/9 |archive-date=2025-03-24 |access-date=2025-03-24 |work=The Guardian |language=en-GB |issn=0261-3077}} {{webarchive|url=https://web.archive.org/web/20141005131111/http://www.theguardian.com/business/2007/aug/10/9|date=05 October 2014}}
</ref> In 2019, South Korean private equity firm [[MBK Partners]] purchased Tokyo-based Godiva Japan, operations in South Korea, Australia, and New Zealand as well as a production facility in Belgium for a deal valued at over US$1 billion.<ref name=ulker>{{Cite web|url=https://www.just-food.com/|title=Global Food Industry News | Market Research and Reports - just-food|website=www.just-food.com}}</ref><ref>{{Cite web|url=http://www.todayszaman.com/columnist/hasan-kanbolat/lady-godiva-becomes-bride-of-i-stanbul_130543.html|archive-url=https://web.archive.org/web/20151117024314/http://www.todayszaman.com/columnist/hasan-kanbolat/lady-godiva-becomes-bride-of-i-stanbul_130543.html|url-status=dead|title=Lady Godiva becomes Bride of Istanbul|archive-date=November 17, 2015}}</ref><ref>{{Cite web|url=http://www.ulker.com.tr/en/haber_detay.aspx?contentid=1809|archive-url=https://web.archive.org/web/20080616055741/http://www.ulker.com.tr/en/haber_detay.aspx?contentid=1809|url-status=dead|title=A Giant Step by Ülker: World's Number One Premium Chocolate Brand is Now Ülker's|archive-date=June 16, 2008}}</ref><ref>{{cite web|url=http://www.trend-news.com/default.asp?newsid=3882|title=Yildiz buys Godiva for $850m|publisher=Trend-news.com|access-date=2012-01-27|url-status=dead|archive-url=https://web.archive.org/web/20111003044844/http://www.trend-news.com/default.asp?newsid=3882|archive-date=2011-10-03}}</ref><ref>{{Cite news|date=2019-02-20|title=South Korea's MBK strikes $1bn Godiva chocolate deal|work=Financial Times|url=https://www.ft.com/content/e66ad1bc-348d-11e9-bd3a-8b2a211d90d5|access-date=2022-10-24}}</ref>

In 2019, Godiva had planned to open 2,000 Cafés worldwide over the next 6 years, a concept that would introduce more coffee chain-type products including espresso drinks and croissant sandwiches. However, in January 2021, Godiva announced it would close all its 128 brick-and-mortar locations across North America by the end of March 2021, due to the lockdowns and restrictions of the [[COVID-19 pandemic]] drastically reducing in-person shopping, but would maintain wholesale operations.<ref>{{Cite web|title=Luxury chocolate brand Godiva is closing all of its stores in Canada|url=https://www.blogto.com/eat_drink/2021/01/luxury-chocolate-brand-godiva-closing-all-its-stores-canada/|access-date=2021-01-23|website=www.blogto.com|language=en}}</ref>

Godiva has factories in Turkey, the United States, and Belgium.<ref name=":2">{{Cite web |date=2019-02-20|first=Jenny|last=Eagle|title=Godiva to sell select assets to MBK Partners to fuel business growth |url=https://www.confectionerynews.com/Article/2019/02/20/Godiva-to-sell-select-assets-to-MBK-Partners-to-fuel-business-growth/ |archive-url=https://archive.today/20250324111106/https://www.confectionerynews.com/Article/2019/02/20/Godiva-to-sell-select-assets-to-MBK-Partners-to-fuel-business-growth/ |archive-date=2025-03-24 |access-date=2025-03-24 |website=ConfectioneryNews.com |language=en}} {{webarchive |url=https://web.archive.org/web/20241109012637/https://www.confectionerynews.com/Article/2019/02/20/Godiva-to-sell-select-assets-to-MBK-Partners-to-fuel-business-growth/ |date=9 Nov 2024}}
</ref> Chocolate sold in the United States is manufactured exclusively at facilities in [[Reading, Pennsylvania]], and Turkey. In 2019, a class action lawsuit alleged Godiva falsely marketed its chocolate as being made in Belgium. In 2022, a [[United States district court|United States District court]] approved a settlement of the case in which Godiva agreed to pay up to $15 million to consumers who filed claims.<ref name=":3">{{Cite web |title=Court Approves $15 Million Settlement in Godiva Product Origin Lawsuit Over Objections from State Attorneys General |url=https://www.jdsupra.com/legalnews/court-approves-15-million-settlement-in-1641230/ |archive-url=https://archive.today/20250324100504/https://www.jdsupra.com/legalnews/court-approves-15-million-settlement-in-1641230/ |archive-date=2025-03-24 |access-date=2025-03-24 |website=JD Supra |language=en}}{{webarchive |url=https://web.archive.org/web/20250324100601/https://www.jdsupra.com/legalnews/court-approves-15-million-settlement-in-1641230/ |date=24 March 2025}}
</ref><ref name=":4">{{Cite news|first= Alison|last=Frankel|title=Godiva accused of post-settlement meddling with claims in Belgium chocolate class action |url=https://www.reuters.com/legal/litigation/godiva-accused-post-settlement-meddling-with-claims-belgium-chocolate-class-2022-11-11/ |archive-url=https://archive.today/20250324100521/https://www.reuters.com/legal/litigation/state-ags-objectors-hoist-red-flags-proposed-godiva-class-action-2022-03-09/ |archive-date=2025-03-24 |access-date=2025-03-24 |work=Reuters |language=en-US}}</ref>

Since 2024, the Yıldız-owned portion of Godiva operates as a subsidiary of confectionery and snack foods company [[Pladis]].<ref name=":11">{{Cite web |last=Fusaro |first=Dave |date=2024-04-10 |title=Godiva Integrated Into Pladis, Names Steve Lesnard CEO |url=https://www.foodprocessing.com/workforce/people-on-the-move/news/55017401/godiva-integrated-into-pladis-names-steve-lesnard-ceo |archive-url=https://archive.today/20250324152251/https://www.foodprocessing.com/workforce/people-on-the-move/news/55017401/godiva-integrated-into-pladis-names-steve-lesnard-ceo |archive-date=2025-03-24 |access-date=2025-03-24 |website=Food Processing |language=en}} {{webarchive |url=https://web.archive.org/web/20250324152310/https://www.foodprocessing.com/workforce/people-on-the-move/news/55017401/godiva-integrated-into-pladis-names-steve-lesnard-ceo |date=24 March 2025}}
</ref>

== History ==

=== Family-run business ===
[[File:John Collier - Lady Godiva - c 1898 - Herbert Art Gallery and Museum.jpg|thumb|''[[Lady Godiva (painting)|Lady Godiva]]'', 1897 painting by [[John Collier (painter)|John Collier]]]]

Godiva's origins begin in [[Brussels]] in 1926 when Pierre Draps began making pralines at a home-workshop to sell in the Belgian department store Sarma, among other retailers. Pierre's three sons, Joseph, Francois, and Pierre Jr., all learned and worked for the family business from an early age. After Pierre's death shortly before World War II, his three sons continued the workshop on the ground floor of the family home in [[Molenbeek-Saint-Jean|Molenbeek]].<ref name=":5">{{Cite news |last=Simoens |first=Kristof |date=March 18, 2012 |title=Belgische chocoladepionier Pierre Draps (92) overleden |trans-title=Belgian chocolate pioneer Pierre Draps (92) has passed away |url=https://www.standaard.be/cnt/gvv3nkj33 |url-status=live |archive-url=https://archive.org/details/belgische-chocoladepionier-pierre-draps-92-overleden-de-standaard |archive-date=2025-03-24 |access-date=2025-03-24 |work=De Standaard |language=nl-BE}}{{webarchive|url=https://archive.today/20250324061527/https://www.standaard.be/cnt/gvv3nkj33|date=24 March 2025}}</ref><ref name=":6">{{Cite web |last= |first= |date=2012-03-19 |title=Les pralines Godiva perdent leur Maître Chocolatier |trans-title=Godiva pralines lose their Master Chocolatier |url=https://www.vrt.be/vrtnws/fr/2012/03/19/les_pralines_godivaperdentleurmaitrechocolatier-1-1248917/ |archive-url=https://archive.today/20250324102843/https://www.vrt.be/vrtnws/fr/2012/03/19/les_pralines_godivaperdentleurmaitrechocolatier-1-1248917/ |archive-date=2025-03-24 |access-date=2025-03-24 |website=vrtnws.be |language=nl-BE}} {{webarchive |url=https://web.archive.org/web/20250324103117/https://www.vrt.be/vrtnws/fr/2012/03/19/les_pralines_godivaperdentleurmaitrechocolatier-1-1248917/ |date=24 March 2025}}
</ref><ref name=":0">{{Cite web |title=History of Godiva - Godiva EU |url=https://godiva.eu/pages/history-of-godiva |url-status=live |archive-url=https://archive.today/20250324100928/https://godiva.eu/pages/history-of-godiva |archive-date=2025-03-24 |access-date=2025-01-06 |website=GODIVA Europe |language=en}}{{webarchive|url=https://web.archive.org/web/20250324101027/https://godiva.eu/pages/history-of-godiva|date=24 March 2025}}</ref>

In 1945, the Draps began using the brand name “Godiva.” The name was an idea from Joseph Draps' wife [[Gabrielle Draps|Gabrielle]], in reference to the English noblewoman [[Lady Godiva]].<ref name=":0" /><ref name="hist">{{Cite news |title=Godiva History: Information on Godiva Chocolatier at Godiva.com |url=http://www.godiva.com/about/faq.aspx |archive-url=http://web.archive.org/web/20120910050505/http://www.godiva.com:80/about/faq.aspx |archive-date=2012-09-10 |access-date=2025-01-06 |website=www.godiva.com}}</ref><ref>{{Cite news |last=Lucas |first=Nicole |date=Nov 7, 1998 |title=Pralines horen niet in een patatzak |trans-title=Pralines do not belong in a chip bag |url=https://www.trouw.nl/voorpagina/pralines-horen-niet-in-een-patatzak~b9c5f0d1/ |url-status=live |archive-url=https://archive.today/20250327074816/https://www.trouw.nl/voorpagina/pralines-horen-niet-in-een-patatzak~b9c5f0d1/ |archive-date=2025-03-27 |access-date=2025-03-27 |work=[[Trouw]] |language=NL |trans-quote=Godiva was created in 1946 by Joseph Draps. From the age of fourteen, he learned the trade from his father Pierre. He supplied chocolate to various department stores, but Joseph found it far too uncreative. Through a clever marketing strategy, he and his wife Gabrielle managed to turn chocolates into a luxury product after the war, which was in demand all over the world. Godiva has not been Belgian for almost 25 years. Since 1974, it has been owned by the American Campbell, of the soup.}}</ref> The brothers opened their first shop shortly afterward in the Brussels municipality of [[Koekelberg]] (on [[Boulevard Léopold II]]). Less than 6 months later, a second shop followed in [[Knokke]].<ref name=":5" /><ref name=":6" />

By 1958, Godiva had twenty stores in Belgium and opened its first shop outside Belgium in Paris on the [[Rue Saint Honoré]]. That same year, Godiva's chocolates gained international exposure during the [[Expo 58|1958 World Exhibition]] in Brussels.<ref name=":5" /><ref name=":6" />

=== Acquisition by Campbell Soup Company ===
In 1966, the [[Campbell's|Campbell Soup Company]] acquired a one-third stake in Godiva and began distributing the products in the United States for the first time, where they were sold at shopping centers. Campbell operated a manufacturing facility in Reading, Pennsylvania, to produce Godiva chocolate for the American market.<ref name=":7">{{Cite web |last=Goldstein |first=Joelle |date=July 18, 2019 |title=Virginia Man Sues Godiva Because the Belgian Chocolates Are Not Made in Belgium |url=https://people.com/food/man-sues-godiva-belgium-chocolates-not-from-belgium/ |archive-url=https://archive.today/20250324103633/https://people.com/food/man-sues-godiva-belgium-chocolates-not-from-belgium/ |archive-date=2025-03-24 |access-date=2025-03-24 |website=People.com |language=en}} {{webarchive|url=https://web.archive.org/web/20250324103917/https://people.com/food/man-sues-godiva-belgium-chocolates-not-from-belgium/|date=24 March 2025}}
</ref><ref name=":8">{{Cite news |date=August 13, 2003 |title=BELGISCHE GLORIE. Verkochte Glorie |trans-title=BELGIAN GLORY. Sold Glory |url=https://www.standaard.be/cnt/dst14082003_057 |archive-url=https://archive.today/20250324093045/https://www.standaard.be/cnt/dst14082003_057 |archive-date=2025-03-24 |access-date=2025-03-24 |work=De Standaard |language=nl-BE |quote=English Translation: But Godiva has not been Belgian for a long time. The maker of luxury pralines came in 1966 for a third and in 1974 completely in the hands of the American Campbell.}}</ref> In 1972, the first Godiva shop in North America was opened on New York City's [[Fifth Avenue]]. That same year, Godiva chocolates became available in Japan in a department store in central Tokyo.<ref>{{Cite web |date=2009-11-27 |title=Melting Chocolate walls and ceilings at the Godiva store in Japan {{!}} Yatzer |url=https://www.yatzer.com/Melting-Chocolate-walls-and-ceilings-at-the-Godiva-store-in-Japan |archive-url=https://archive.today/20250324114201/https://www.yatzer.com/Melting-Chocolate-walls-and-ceilings-at-the-Godiva-store-in-Japan |archive-date=2025-03-24 |access-date=2025-03-24 |website=www.yatzer.com |language=en}}</ref> In 1974, full ownership of Godiva was sold by the Draps Family to the Campbell Soup Company.<ref name="idch">{{cite book|chapter=Godiva Chocolatier, Inc|pages=154–157|editor1-last=Grant|editor1-first=Tina|title=International Directory of Company Histories|date=2004|publisher=St. James Press|isbn=978-1-55862-509-9}}</ref><ref name=":8" /><ref name=":1" /><ref name="Auzias2006">{{cite book |last=Auzias |first=Dominique |url=https://books.google.com/books?id=Jft3pj0D6cAC&pg=PT64 |title=Petit Futé Guide du chocolat et des confiseries |publisher=Nouvelles Editions de l'Université |year=2006 |isbn=978-2-7469-1722-4 |page=63 |language=FR |trans-title=Chocolate and Confectionery Guide |quote=[original] Mais l'intérêt de Godiva pour les Etats-Unis n'est pas un hasard : en 1974, la firme était rachetée par le groupe Campbell's. [english translation] But Godiva's interest in the United States is no accident: in 1974, the firm was bought by the Campbell's group,}}</ref> In the decades following, Campbell greatly expanded Godiva's presence in the United States and around the world.<ref name=":7" />

=== Yıldız Holding Ownership ===

By 2007, Godiva had annual sales of approximately $500 million. In August of that year, the Campbell Soup Company announced it was exploring strategic alternatives, including possible [[Divestment|divestiture]], for its Godiva Chocolatier business; the company said the "premium chocolate business does not fit with Campbell's strategic focus on simple meals".<ref name="pressrel">[http://investor.shareholder.com/campbell/releasedetail.cfm?ReleaseID=259063 Campbell To Explore Strategic Alternatives For Godiva Business] {{webarchive|url=https://web.archive.org/web/20070819211358/http://investor.shareholder.com/campbell/ReleaseDetail.cfm?releaseid=259063|date=2007-08-19}}, a Campbell's press release via shareholder.com</ref> In December 2007, Campbell announced that it entered into an agreement to sell Godiva to Yıldız Holding, which is based in Istanbul, Turkey, and which also owns the [[Ülker]] group and the largest consumer goods manufacturer in Turkey.<ref name="ulker" /><ref>{{cite web|author=Geoff Mulvihill |url=http://www.highbeam.com/doc/1G1-176132486.html|archive-url=https://web.archive.org/web/20121103050156/http://www.highbeam.com/doc/1G1-176132486.html|url-status=dead|archive-date=2012-11-03|title=Turkish company buys Godiva|publisher=|access-date=2012-01-27}}</ref> The acquisition was completed in March 2008 for $850 million.<ref>{{Cite news |last=Barriaux |first=Marianne |date=2007-12-21 |title=Turkish firm rides off with Godiva chocolate |url=https://www.theguardian.com/business/2007/dec/21/fooddrinks |access-date=2025-01-06 |work=The Guardian |language=en-GB |issn=0261-3077}}</ref><ref name="pressrel2">{{Cite web|url=https://finance.yahoo.com/|title=Yahoo Finance - Stock Market Live, Quotes, Business & Finance News|website=finance.yahoo.com}}</ref>

According to [[Australian Financial Review|AFR]] on October 31, 2017, Godiva continued to own and operate more than 450 shops worldwide.<ref>{{cite web|title=Godiva, Everywhere|url=https://www.godiva.com/our-story-godiva-everywhere/OurStoryArticle3,default,pg.html|publisher=Godiva|access-date=30 December 2012}}</ref><ref>{{Cite web |date=2017-10-30 |title=Chocolatier Godiva has taste buds for Australia roll out |url=https://www.afr.com/street-talk/chocolatier-godiva-has-taste-buds-for-australia-roll-out-20171030-gzangx |access-date=2025-01-06 |website=Australian Financial Review |language=en}}</ref>

In May 2012, Godiva opened Café Godiva<ref>{{cite web|title=Godiva Chocolate Cafe|url=http://www.godivachocolates.co.uk/godiva-chocolate-cafe.html|publisher=Godiva UK|access-date=20 May 2013}}</ref> in London's [[Harrods]] department store, which offers Godiva's chocolate beverages, pastries and chocolates (the café permanently closed by 2022). The company also has a store in the Harrods Food Hall.

In 2016, Godiva celebrated its 90th anniversary and opened its 100th store in China.<ref>{{Cite news|url=https://www.adweek.com/brand-marketing/90-godiva-proudly-looks-back-it-charts-path-forward-170499/|first=Tim |last=Nudd|title=At 90, Godiva Proudly Looks Back as It Charts a Path Forward|access-date=2018-05-24|language=en-US}}</ref> In 2017, the business opened its first store in Australia, inaugurated its Pierre Draps Chocolate Research & Development Centre in Brussels and opened its North American flagship store at [[Rockefeller Center]] in [[Midtown Manhattan]].<ref>{{Cite web|url=http://www.ausfoodnews.com.au/2018/01/24/godiva-belgium-chocolate-opens-first-australian-store.html|title=Godiva Belgium chocolate opens first Australian store {{!}} Australian Food News|website=www.ausfoodnews.com.au|date=24 January 2018|language=en-US|access-date=2018-05-25}}</ref><ref>{{Cite web|url=https://www.rockefellercenter.com/food-and-drink/godiva-chocolatier/|title=Godiva Chocolatier|website=Rockefeller Center|access-date=2018-05-25|archive-date=2018-07-08|archive-url=https://web.archive.org/web/20180708133938/https://www.rockefellercenter.com/food-and-drink/godiva-chocolatier/|url-status=dead}}</ref> In 2018, Godiva opened its first café-concept in Brussels (permanently closed by 2022).<ref>{{Cite web |title=Godiva Cafe Chocolat - CLOSED |url=https://archive.today/wip/kueSs |archive-url=https://archive.today/kueSs |archive-date=2025-03-24 |access-date=2025-03-24 |website=TripAdvisor}}</ref>

In Japan in February 2018, Godiva took out a full-page ad in the ''[[The Nikkei|Nihon Keizai Shimbun]]'' financial newspaper, recommending the retirement of the ''[[giri choco]]'' practice.<ref>{{Cite web|url=https://www.adweek.com/creativity/godiva-causes-a-stir-in-japan-by-urging-women-to-stop-buying-chocolates-for-male-coworkers/|title=Godiva Causes a Stir in Japan by Urging Women to Stop Buying Chocolates for Male Coworkers|website=www.adweek.com}}</ref> As part of this practice, women are expected to buy chocolate for their male colleagues, friends, bosses and sometimes family members on [[St. Valentine's Day]]. The public's reaction to the ad was generally seen as favorable though some accused the ad as a stealth marketing ploy.<ref>{{Cite web |last=Adelstein |first=Jake |date=Feb 12, 2018 |title=Why Godiva Japan Took Out A Full Page Ad Asking People Not To Buy Valentine's Day Chocolate |url=https://www.forbes.com/sites/adelsteinjake/2018/02/12/why-godiva-japan-took-out-a-full-page-ad-asking-people-not-to-buy-valentines-day-chocolate/ |archive-url=https://archive.today/20250324024120/https://www.forbes.com/sites/adelsteinjake/2018/02/12/why-godiva-japan-took-out-a-full-page-ad-asking-people-not-to-buy-valentines-day-chocolate/ |archive-date=2025-03-24 |website=Forbes}} {{webarchive |url=https://web.archive.org/web/20231008222246/https://www.forbes.com/sites/adelsteinjake/2018/02/12/why-godiva-japan-took-out-a-full-page-ad-asking-people-not-to-buy-valentines-day-chocolate/ |date=8 Oct 2023}}
</ref>

=== Ownership and operations in four countries sold to MBK Partners ===
In 2019, a Korean private equity firm, [[MBK Partners]] agreed to purchase Godiva’s operations in Japan, South Korea, and Australia (and rights to future expansion in New Zealand) as well as its production facility in Belgium.<ref>{{Cite news |title=Chocolatier Godiva to sell Asian-Pacific operations to MBK Partners |url=https://www.reuters.com/article/business/chocolatier-godiva-to-sell-asian-pacific-operations-to-mbk-partners-idUSKCN1Q91F5/ |work=reuters.com}}</ref><ref>{{Cite web |title=GODIVA Chocolatier, Owned by Yildiz Holding, Completes the Sale of Select GODIVA Assets to MBK Partners |url=https://www.prnewswire.com/news-releases/godiva-chocolatier-owned-by-yildiz-holding-completes-the-sale-of-select-godiva-assets-to-mbk-partners-300860576.html |archive-url=https://archive.today/20250324105603/https://www.prnewswire.com/news-releases/godiva-chocolatier-owned-by-yildiz-holding-completes-the-sale-of-select-godiva-assets-to-mbk-partners-300860576.html |archive-date=2025-03-24 |access-date=2025-03-24 |website=www.prnewswire.com |language=en}} {{webarchive |url=https://web.archive.org/web/20230218165453/https://www.prnewswire.com/news-releases/godiva-chocolatier-owned-by-yildiz-holding-completes-the-sale-of-select-godiva-assets-to-mbk-partners-300860576.html |date=18 Feb 2023}}
</ref> Yıldız would retain the brand ownership in all markets, granting a perpetual license for use of the brand to MBK Partners.<ref>{{Cite web |title=GODIVA Chocolatier, owned by Yildiz Holding, Enters into an Agreement to Sell Select Assets to MBK Partners to Fuel Future Business Growth Fivefold |url=https://www.prnewswire.com/news-releases/godiva-chocolatier-owned-by-yildiz-holding-enters-into-an-agreement-to-sell-select-assets-to-mbk-partners-to-fuel-future-business-growth-fivefold-300798442.html |archive-url=https://web.archive.org/web/20250121182336/https://www.prnewswire.com/news-releases/godiva-chocolatier-owned-by-yildiz-holding-enters-into-an-agreement-to-sell-select-assets-to-mbk-partners-to-fuel-future-business-growth-fivefold-300798442.html |archive-date=2025-01-21 |access-date=2025-03-24 |website=www.prnewswire.com |language=en}}</ref> The transaction details were not disclosed, but estimated to be 1 to 1.5 billion USD.<ref>{{Cite web|url=https://www.cnbc.com/2019/02/20/chocolatier-godiva-to-sell-asian-pacific-operations-to-mbk-partners.html|title=Chocolatier Godiva to sell Asian-Pacific operations to MBK Partners|website=www.cnbc.com|date=20 February 2019}}</ref>

=== Two companies, one brand ===

==== ''Yıldız'' ====
In 2019 Yıldız's Godiva opened its first café-concept location in New York City, with plans to open 2,000 more around the world over the next 6 years.<ref>{{Cite web |last=Cash |first=Meredith |title=Chocolate maker Godiva is opening up cafés selling desserts all over the US — take a look inside the very first one |url=https://www.businessinsider.com/godiva-opens-cafe-new-york-city-photos-2019-5 |archive-url=https://archive.today/20250324105012/https://www.businessinsider.com/godiva-opens-cafe-new-york-city-photos-2019-5 |archive-date=2025-03-24 |access-date=2025-03-24 |website=Business Insider |language=en-US}}</ref> In 2021, the company announced the cancellation of its plans to pursue its café concept and the closing of all its physical locations in North America. Godiva also closed most of its retail locations in Europe.<ref>{{Cite web |first=Haley |last=Messenger|date=2021-01-25 |title=Godiva to close all 128 chocolate stores in North America, citing decline in shoppers due to pandemic |url=https://www.nbcnews.com/business/business-news/godiva-close-all-128-chocolate-stores-north-america-citing-decline-n1255592 |archive-url=https://archive.today/20250324104849/https://www.nbcnews.com/business/business-news/godiva-close-all-128-chocolate-stores-north-america-citing-decline-n1255592 |archive-date=2025-03-24 |access-date=2025-03-24 |website=NBC News |language=en}}</ref><ref name=":9">{{Cite web |date=2021-02-16 |title=Swiss chocolatier to assume leases of 34 U.S. Godiva stores |first=Marianne |last=Wilson|url=https://chainstoreage.com/swiss-chocolatier-assume-leases-34-us-godiva-stores |archive-url=https://archive.today/20250324124744/https://chainstoreage.com/swiss-chocolatier-assume-leases-34-us-godiva-stores |archive-date=2025-03-24 |access-date=2025-03-24 |website=Chain Store Age |language=en}} {{webarchive |url=https://web.archive.org/web/20250324124801/https://chainstoreage.com/swiss-chocolatier-assume-leases-34-us-godiva-stores |date=24 Mar 2025}}
</ref>

In April 2024, the Yıldız-owned portion of Godiva was integrated into the confectionery and snack foods company [[Pladis]], a subsidiary of Yıldız formed in 2016. Under this structure, Steve Lesnard was appointed as President of Godiva.<ref name=":11" />

Its biggest markets are the US and China.<ref>{{Cite news |last=Leonard-Bedwell |first=Niamh |date=2025-03-24 |title=Pladis appoints Sephora’s Steve Lesnard as president of Godiva |url=https://www.thegrocer.co.uk/news/pladis-appoints-sephoras-steve-lesnard-as-president-of-godiva/690076.article |url-status=live |archive-url=https://web.archive.org/web/20241225050302/https://www.thegrocer.co.uk/news/pladis-appoints-sephoras-steve-lesnard-as-president-of-godiva/690076.article |archive-date=Dec 25, 2024 |access-date=2025-03-24 |work=The Grocer}}</ref>

==== ''MBK Partners'' ====
MBK Partners independently own and operate Godiva in Japan, South Korea and Australia, including 300+ shops selling a variety of products including chocolate, biscuits, cake, ice cream, and drinks. Since 2021, the company has expanded into cafés and bakeries under the Godiva branding.<ref>{{Cite news |date=June 7, 2021 |title=Godiva Café Tokyo |url=https://www.timeout.com/tokyo/restaurants/godiva-cafe-tokyo |archive-url=https://archive.today/20250324105909/https://www.timeout.com/tokyo/restaurants/godiva-cafe-tokyo |archive-date=2025-03-24 |access-date=2025-03-24 |work=TimeOut}}</ref><ref>{{Cite news |date=August 2, 2023 |title=Godiva Bakery |url=https://www.timeout.com/tokyo/shopping/godiva-bakery |archive-url=https://archive.today/20250324110118/https://www.timeout.com/tokyo/shopping/godiva-bakery |archive-date=2025-03-24 |access-date=2025-03-24 |work=TimeOut}}</ref><ref>{{Cite news |date=August 9, 2024 |title=[Foody In-40] Godiva Bakery (feat. The Modern Seoul) |url=https://www.mk.co.kr/en/business/11088182 |archive-url=https://archive.today/20250324110301/https://www.mk.co.kr/en/business/11088182 |archive-date=2025-03-24 |access-date=2025-03-24 |work=Maeil Business Newspaper |quote=GODIVA has opened the world's second "GODIVA BAKERY" store in Korea after Tokyo}}</ref>

== Civic engagement ==
The company is a participating member of the [[World Cocoa Foundation]] and Cocoa Horizons Foundation, and a partner of [[Save the Children]]. Godiva began The Lady Godiva Program, which partnered with [[FEED Projects]] in its first year.<ref>{{Cite web|url=http://www.godiva.com/sustainable-practices/sustainable-practices.html|title=Sustainable Practices|website=www.godiva.com|language=en|access-date=2018-01-08}}</ref> Godiva also partners with the Earthworm Foundation to continue their commitment to ensuring the sustainability of the cocoa industry and is in agreement with the Cocoa & Forests Initiative to stop [[deforestation]] and [[forest degradation]] concerning the production of cocoa.<ref name="GODIVA Cares">{{Cite web|title=GODIVA Cares|url=https://www.godiva.com/godiva-cares|access-date=2021-05-14|website=GODIVA}}</ref>

With its Seeds for Progress Foundation, Godiva facilitates access to education for children living in coffee-growing communities. In 2020, the company announced the launch of The Lady Godiva Initiative, which is Godiva's pledge to annually honour and award $25,000 grants to five [[non-governmental organizations]] (NGOs) in the United States, Canada, Belgium, England and China that are doing the work of empowering women.<ref name="GODIVA Cares"/><ref>{{cite web|url=https://avaproject.org.uk/theladygodivainitiative/|archive-url=https://web.archive.org/web/20211208035441/https://avaproject.org.uk/theladygodivainitiative/|url-status=usurped|archive-date=December 8, 2021|title=AVA is Awarded the Lady GODIVA Initiative Grant|date=22 November 2021}}</ref>

== Locations ==
In 2016, Godiva had approximately 650 retail stores throughout the world.<ref>{{Cite web|url=https://www.statista.com/statistics/565917/number-of-godiva-retail-boutiques-worldwide/|title=Godiva: number of retail boutiques worldwide 2008-2016 {{!}} Statistic|website=Statista|language=en|access-date=2018-06-12}}</ref> Godiva's global presence increased rapidly, especially in such non-Western countries as China and Japan.

In 2021, Godiva announced that it would close its 128 stores in North America because of decreased mall traffic sales; customers could instead purchase products through Godiva's online marketplace and through grocery, club, and retail partners.<ref>{{Cite web |last=Tyko |first=Kelly |title=Store closings 2021: Godiva to close its boutiques by end of March but chocolate will be sold online, other stores |url=https://www.usatoday.com/story/money/shopping/2021/01/22/store-closures-2021-godiva-boutiques-cafes-coronavirus/6673121002/ |access-date=2021-01-23 |website=USA Today |language=en-US}}</ref><ref>{{Cite news|last= Benveniste|first=Alexis|date=2021-01-25|title=Godiva is closing or selling all of its stores in the United States|url=https://www.cnn.com/2021/01/24/business/godiva-closing-us-stores/index.html|work=CNN Business|access-date=2021-05-14}}</ref> While not widely announced, Godiva closed most of its locations across Europe as well.<ref name=":9" />

As of March 2025, Godiva maintained eight locations across Europe - three in London,<ref>{{Cite web |title=Visit A Chocolate Store |url=https://godivachocolates.co.uk/pages/our-stores |archive-url=https://archive.today/20250324112248/https://godivachocolates.co.uk/pages/our-stores |archive-date=2025-03-24 |access-date=2025-03-24 |website=GODIVA Chocolates UK |language=en}} {{webarchive |url=https://web.archive.org/web/20250324112310/https://godivachocolates.co.uk/pages/our-stores |date=24 Mar 2025}}
</ref> two in Brussels, and three in Portugal.<ref>{{Cite web |title=Stores |url=https://godiva.eu/pages/stores |archive-url=https://archive.today/20250324111937/https://godiva.eu/pages/stores |archive-date=2025-03-24 |access-date=2025-03-24 |website=GODIVA Europe |language=en}} {{webarchive |url=https://web.archive.org/web/20250324112308/https://godiva.eu/pages/stores |date=24 Mar 2025}}
</ref> The company has a far more significant presence in Asia, including China, Hong Kong, Singapore, Malaysia, Indonesia, and Turkey, among other countries.<ref>{{Cite web |title=来自比利时皇室御用巧克力-GODIVA歌帝梵巧克力网上官方商城 |trans-title=Godiva Store Locator |url=https://www.godiva.cn/#/StoreManage |archive-url=https://archive.today/20250324115411/https://www.godiva.cn/%23/StoreManage |archive-date=2025-03-24 |access-date=2025-03-24 |website=www.godiva.cn}}</ref><ref>{{Cite web |title=Godiva Mağazaları |trans-title=Turkey: Godiva Store Locator |url=https://www.godiva.com.tr/pages/magazalar |archive-url=https://archive.today/20250324115636/https://www.godiva.com.tr/pages/magazalar |archive-date=2025-03-24 |access-date=2025-03-24 |website=GODIVA Türkiye |language=tr}}</ref>

MBK Partners operates Godiva stores, including cafes and bakeries, across Japan, South Korea, and Australia. As of March 2025, it has over 300 locations in Japan,<ref>{{Cite web |title=Godiva Japan accelerates decision-making with a connected supply chain {{!}} Anaplan |url=https://www.anaplan.com/customers/godiva-japan/ |archive-url=https://archive.today/20250324114613/https://www.anaplan.com/customers/godiva-japan/ |archive-date=2025-03-24 |access-date=2025-03-24 |website=www.anaplan.com |language=en-US |quote=Since opening its first shop in Japan in 1972, Godiva Chocolates has grown to about 330 stores, cafés, and ateliers throughout the country.}}</ref> 35 in Korea,<ref>{{Cite web |title=고디바 |url=https://www.godiva.kr/basic/store/# |archive-url=https://archive.today/20250324120600/https://www.godiva.kr/basic/store/%23 |archive-date=2025-03-24 |access-date=2025-03-24 |website=www.godiva.kr |language=ko-KR}}</ref> and 8 in Australia.<ref>{{Cite web |title=Visit our Stores |url=https://godiva.com.au/pages/stores |archive-url=https://archive.today/20250324045959/https://godiva.com.au/pages/stores |archive-date=2025-03-24 |access-date=2025-03-24 |website=Godiva Australia |language=en}}</ref>

== Manufacturing ==
Godiva has factories in Brussels, in [[Reading, Pennsylvania]], and in Turkey.<ref>{{Cite news|url=https://www.delish.com/food-news/a46222/inside-godiva-chocolate-factory/|title=Inside The Scrumdiddlyumptious World Of Godiva|date=2016-04-04|work=Delish|access-date=2018-06-12|language=en-US}}</ref><ref name=":2" /> Godiva chocolate sold in the United States has been manufactured in Reading, Pennsylvania, since the 1960s and adjusted for US tastes.<ref name=":7" /><ref name=":10" /><ref>{{Cite news |last=Oster |first=Patrick |date=1994-01-02 |title=POPPING BONBONS IN BELGIUM |url=https://www.washingtonpost.com/archive/lifestyle/travel/1994/01/02/popping-bonbons-in-belgium/7d8c72c2-51ec-4e3d-b869-1eb7bc24ec76/ |archive-url=https://archive.today/20250324040855/https://www.washingtonpost.com/archive/lifestyle/travel/1994/01/02/popping-bonbons-in-belgium/7d8c72c2-51ec-4e3d-b869-1eb7bc24ec76/ |archive-date=2025-03-24 |access-date=2025-03-24 |work=The Washington Post |language=en-US |issn=0190-8286}} {{webarchive |url=https://web.archive.org/web/20250324040914/https://www.washingtonpost.com/archive/lifestyle/travel/1994/01/02/popping-bonbons-in-belgium/7d8c72c2-51ec-4e3d-b869-1eb7bc24ec76/ |date=24 Mar 2025}}</ref> Currently, most of the chocolate sold in the USA is made in Turkey.{{cn|date=December 2023}} Since 2024 Godiva chocolate has been unavailable in Israel due to Turkey banning all exports to Israel.<ref>{{Cite news |last=Crystal |first=Meirav |date=2025-03-20 |title=Israeli market adapts after Turkey cuts trade—new imports on the way |url=https://www.ynetnews.com/business/article/h1705gdnjl |archive-url=https://archive.today/20250324111350/https://www.ynetnews.com/business/article/h1705gdnjl |archive-date=2025-03-24 |access-date=2025-03-24 |work=Ynetnews |language=en}}</ref>

In 2017, Yıldız changed its global manufacturing to end the use of alcohol in the [[chocolate liquor]] used for pralines, enabling Halal certification.<ref>{{Cite web |last=Stice |first=Joel |date=2019-05-14 |title=The Untold Truth Of Godiva |url=https://www.mashed.com/152861/the-untold-truth-of-godiva/ |archive-url=https://archive.today/20250324102606/https://www.mashed.com/152861/the-untold-truth-of-godiva/ |archive-date=2025-03-24 |access-date=2025-03-24 |website=Mashed |language=en-US}}</ref> Godiva available in the United States had already always been made without alcohol to comply with state laws restricting alcohol in candy.<ref name=":10">{{Cite news |last=Franks |first=Sara Hope |date=1994-09-14 |title=GODIVA: BETTER IN BELGIUM? |url=https://www.washingtonpost.com/archive/lifestyle/food/1994/09/14/godiva-better-in-belgium/7e011581-5fbb-43bf-bc7e-6db959bf5178/ |archive-url=https://archive.today/20250324022303/https://www.washingtonpost.com/archive/lifestyle/food/1994/09/14/godiva-better-in-belgium/7e011581-5fbb-43bf-bc7e-6db959bf5178/ |archive-date=2025-03-24 |access-date=2025-03-24 |work=The Washington Post |language=en-US |issn=0190-8286}} {{webarchive |url=https://web.archive.org/web/20250324040910/https://www.washingtonpost.com/archive/lifestyle/food/1994/09/14/godiva-better-in-belgium/7e011581-5fbb-43bf-bc7e-6db959bf5178/ |date=24 Mar 2025}}
</ref>

== Legal disputes and controversies ==
=== Legal dispute against Geneva pub ===
Lawyers of the company have sent a series of letters warning the Lady Godiva pub in [[Geneva]], Switzerland, that they are infringing upon the chocolatier’s intellectual property, with the latest asking the pub to cease and desist from using the name. Pru Porretta, who was behind the revival of Dame Goodyver's Daye in [[Coventry]], England, where a procession through the city's streets includes Porretta representing Lady Godiva riding a horse, commented, "I think it's very sad. Godiva was a great woman who challenged her husband to stop the terrible things that were happening to the people. I'm sure Lady Godiva wouldn't care for a company which seems to be taking something that wasn't theirs originally and wants to use it for themselves and nobody else. It's about our rich heritage. I would say it's morally wrong".<ref>{{cite news |date=13 October 2014 |title=Lady Godiva angry at chocolate claim |url=https://www.bbc.com/news/uk-england-coventry-warwickshire-29596513 |archive-url=https://archive.today/20141014080034/http://www.bbc.com/news/uk-england-coventry-warwickshire-29596513 |archive-date=14 Oct 2014 |access-date=15 February 2019 |work=BBC News}}</ref>

As of 2025, Lady Godiva English Pub has continued operating in Geneva. Godiva chocolatier has no retail locations in Switzerland.

=== Misleading marketing and false advertising ===
Godiva has been accused of falsely advertising its products as made in Belgium in markets in which this is not the case, including the United States. The company has also been owned and operated by non-Belgian food conglomerates since the 1970s. Despite this, Godiva prominently features the text "Belgium 1926" as part of its logo, labels some of its products as Belgian, uses phrases like "Belgian craftsmanship",<ref>{{Cite web |date=2025-03-24 |title=Unparalleled Belgium Heritage Since 1926 |url=https://www.godiva.com/chocolate-belgium-heritage |archive-url=https://archive.today/20250324135824/https://www.godiva.com/chocolate-belgium-heritage |archive-date=2025-03-24}} {{webarchive |url=https://web.archive.org/web/20250114093003/https://www.godiva.com/chocolate-belgium-heritage |date=14 Jan 2025}}
</ref> and implies or claims it is still a Belgian company in its marketing materials.

In 2019, a class action lawsuit in the United States was filed against Godiva alleging false and misleading marketing. In 2022, a New York District court approved a settlement in which Godiva agreed to pay up to $15 million to consumers who filed claims.<ref name=":7" /><ref name=":3" /><ref name=":4" /> Six state attorneys general sent the judge a letter outlining concerns that the terms of the deal allowed Godiva to artificially depress claims, resulting in a claims rate of less than 3%<ref>{{Cite news |last=Frankel |first=Alison |date=March 9, 2022 |title=State AGs, objectors hoist red flags in proposed Godiva class action |url=https://www.reuters.com/legal/litigation/state-ags-objectors-hoist-red-flags-proposed-godiva-class-action-2022-03-09/ |url-status=live |archive-url=https://archive.today/20250324100521/https://www.reuters.com/legal/litigation/state-ags-objectors-hoist-red-flags-proposed-godiva-class-action-2022-03-09/ |archive-date=2025-03-24 |access-date=2025-03-24 |work=Reuters}}
</ref> as well as efforts by Godiva to invalidate claims post-settlement.<ref>{{Cite news |title=Godiva accused of post-settlement meddling with claims in Belgium chocolate class action |url=https://www.reuters.com/legal/litigation/godiva-accused-post-settlement-meddling-with-claims-belgium-chocolate-class-2022-11-11/ |archive-url=https://archive.today/20250324100606/https://www.reuters.com/legal/litigation/godiva-accused-post-settlement-meddling-with-claims-belgium-chocolate-class-2022-11-11/ |archive-date=2025-03-24 |access-date=2025-03-24 |work=Reuters |language=en-US}} {{webarchive |url=https://web.archive.org/web/20221112022624/https://www.reuters.com/legal/litigation/godiva-accused-post-settlement-meddling-with-claims-belgium-chocolate-class-2022-11-11/ |date=12 Nov 2022}}</ref>

=== Child labor ===
Godiva has been involved in a controversy over chocolate manufacturers' use of child labor in the production of cocoa. Among major global chocolate manufacturers, Godiva was rated the worst in efforts to reduce child labor in their supply chains.<ref>{{cite web|title=Fair Trade Chocolate: How Sweet are Your Sweets for Valentine's Day?|date=2 February 2018|url=https://www.sonomacountygazette.com/sonoma-county-news/fair-trade-chocolate-how-sweet-are-your-sweets-for-valentines-day|access-date=2018-09-20}}</ref><ref>{{Cite news |last=Peyton |first=Nellie |date=October 10, 2019 |title=Made with child labor? Major chocolate companies flunk scorecard |url=https://www.reuters.com/article/world/made-with-child-labor-major-chocolate-companies-flunk-scorecard-idUSKBN1WP34K/ |archive-url=https://archive.today/20250205104059/https://www.reuters.com/article/world/made-with-child-labor-major-chocolate-companies-flunk-scorecard-idUSKBN1WP34K/ |archive-date=Feb 5, 2025 |access-date=2025-03-24 |work=Reuters}}</ref>

=== Heavy metals found in chocolate ===
Godiva's milk chocolate was found to be heavily contaminated with nickel in a laboratory test done by the German consumer institute [[Stiftung Warentest]] in 2018.<ref>{{Cite news|url=https://www.goettinger-tageblatt.de/Nachrichten/Wirtschaft/Weltweit/Stiftung-Warentest-Diese-Schokolade-schneidet-am-besten-ab|title=Stiftung Warentest: Diese Schokolade schneidet am besten ab|date=2018-11-21|work=Göttinger Tageblatt|access-date=2020-10-12|language=de-DE|archive-date=2021-02-03|archive-url=https://web.archive.org/web/20210203230635/https://www.goettinger-tageblatt.de/Nachrichten/Wirtschaft/Weltweit/Stiftung-Warentest-Diese-Schokolade-schneidet-am-besten-ab|url-status=dead}}</ref> A 2022 Consumer Reports investigation found certain dark chocolate bars, including Godiva, have high enough levels of lead that a single ounce per day would put an adult over the level deemed harmful by public health authorities. In 2023, a class action lawsuit was filed alleging Godiva's dark chocolate contains unsafe lead levels.<ref>{{Cite web |last=Edwards |first=Jessy |date=2023-01-12 |title=Godiva class action alleges dark chocolate product contains unsafe lead levels |url=https://topclassactions.com/lawsuit-settlements/consumer-products/food/godiva-class-action-alleges-dark-chocolate-product-contains-unsafe-lead-levels/ |archive-url=https://archive.today/20250324131837/https://topclassactions.com/lawsuit-settlements/consumer-products/food/godiva-class-action-alleges-dark-chocolate-product-contains-unsafe-lead-levels/ |archive-date=2025-03-24 |access-date=2025-03-24 |website=Top Class Actions |language=en}}</ref>

{{Gallery
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| File:Godiva belgian chocolate golden box 24.JPG
|Godiva Golden Box 24 pralinen
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| File:HK Kln Bay Telford Plaza GODIVA Chocolatier a.jpg
|A Hong Kong branch
|alt2=
| File:Godiva.jpg
|A Godiva store in North America
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| File:Chocolates Godiva.001 - Brussel.JPG
|Godiva chocolates, in [[Brussels]], Belgium
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== See also ==
{{Portal|Companies|Food}}
* [[Belgian chocolate]]
* [[List of bean-to-bar chocolate manufacturers]]

== References ==
{{Reflist}}

{{Yıldız Holding}}

[[Category:1967 mergers and acquisitions]]
[[Category:2008 mergers and acquisitions]]
[[Category:Belgian brands]]
[[Category:Belgian chocolate companies]]
[[Category:Belgian companies established in 1926]]
[[Category:Food and drink companies based in Brussels]]
[[Category:Food and drink companies established in 1926]]
[[Category:Retail companies established in 1926]]
[[Category:Yıldız Holding]]

Vero - Wikipedia - User contributions [en]

Godiva Chocolatier