GODIVA CHOCOLATIER ASIA LTD

Founded in Belgium in 1926, it was purchased in 1974 by American food manufacturer , who owned and operated the company until its sale to in November 2007. In 2019, South Korean private equity firm 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. 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. Godiva has factories in , the United States, and Belgium. Chocolate sold in the United States is exclusively manufactured at facilities in and Turkey. In 2019, a class action lawsuit alleged Godiva falsely marketed its chocolate as being made in Belgium. In 2022, a approved a settlement of the case in which Godiva agreed to pay up to $15 million to consumers who filed claims. 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. In 1945, the Draps began using the brand name “Godiva. ” The name was an idea from Joseph Draps' wife , in reference to the British legend. The brothers opened their first shop shortly afterward in the Brussels municipality of (on ). Less than 6 months later, a second shop followed in. In 1966, the acquired a third stake in Godiva and began distributing the products in the United States for the first time, where they were sold at shopping centers. That same year, Godiva chocolates became available in Japan in a department store in central Tokyo. In the decades following, Campbell greatly expanded Godiva's presence in the United States and around the world. In August of that year, the Campbell Soup Company announced it was exploring strategic alternatives, including possible , for its Godiva Chocolatier business; the company said the "premium chocolate business does not fit with Campbell's strategic focus on simple meals". In December 2007, Campbell announced that it entered into an agreement to sell Godiva to Yıldız Holding, which is based in , Turkey, and which also owns the group and the largest consumer goods manufacturer in Turkey. The acquisition was completed in March 2008 for $850 million. In 2016, Godiva celebrated its 90th anniversary and opened its 100th store in China. In 2017, the business opened its first store in Australia, inaugurated its Pierre Draps Chocolate Research & Development Centre in Brussels and opened its North America flagship store at in. In Japan in February 2018, Godiva took out a full-page ad in the financial newspaper, recommending the retirement of the practice. As part of this practice, women are expected to buy chocolate for their male colleagues, friends, bosses and sometimes family members on. The public's reaction to the ad was generally seen as favorable though some accused the ad as a stealth marketing ploy. Yıldız would retain the brand ownership in all markets, granting a perpetual license for use of the brand to MBK Partners. The transaction details were not disclosed, but estimated to be 1 to 1. 5 billion USD. 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. The company is a participating member of the and Cocoa Horizons Foundation, and a partner of. Godiva began The Lady Godiva Program, which partnered with in its first year. The company has a far more significant presence in Asia, including China, Hong Kong, Singapore, Malaysia, Indonesia, and Turkey among other countries. Since 2024 Godiva chocolate has been unavailable in Israel due to Turkey banning all exports to Israel. In 2017, Yıldız changed its global manufacturing to end the use of alcohol in the chocolate liquor used inside pralines, enabling Halal certification. Godiva available in the United States had already always been made without alcohol to comply with state laws restricting alcohol in candy. Pru Porretta, who was behind the revival of Dame Goodyver's Daye in , England, where a procession through the city's streets includes Porretta representing Lady Godiva riding a horse, commented, "I think it's very sad. It's about our rich heritage. I would say it's morally wrong". 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", and implies or claims it is still a Belgian company in its marketing materials. Godiva's milk chocolate was found to be heavily contaminated with nickel in a laboratory test done by the German consumer institute in 2018. 1. Lucas, Nicole (Nov 7, 1998). [Pralines do not belong in a chip bag]. (in Dutch). from the original on 2025-03-27. 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. Since 1974, it has been owned by the American Campbell, of the soup. ] 2. [BELGIAN GLORY. Sold Glory]. August 13, 2003. Auzias, Dominique (2006). [] (in French). Nouvelles Editions de l'Université. p. 63. "[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,"

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