BELGIUM: Godiva chocolate turns 80 this year, targeting young women with the launch of its gold collection

Record ID: 784684

  • Title: BELGIUM: Godiva chocolate turns 80 this year, targeting young women with the launch of its gold collection
  • Date: 21st October 2006
  • Summary: CHOCOLATE BEING STIRRED CHOCOLATE BEING STIRRED AND PUT INTO PAPER FUNNEL CHOCOLATE BEING PUT IN PAPER FUNNEL VARIOUS OF CHOCOLATES BEING DECORATED
  • Embargoed: 5th November 2006 12:00
  • Keywords:
  • Location: Belgium
  • Country: Belgium
  • Topics: Industry,Lifestyle
  • Reuters ID: LVA2NXM8ACTZ2TM5EWKK7TJO7WOM
  • Story Text: Godiva Chocolate, one of the world's most recognized names in luxury chocolate, turns 80 this year. The celebration is marked with the launch of its gold collection, targeting young women and trying to convince them of the dietary benefits in the age of healthy food obsessions.
    "We are targeting the young women from 25 to 35 years old, but we want also to remain loyal to our older customer base, so that is why although we have got a new range, we keep also our traditional pieces that have made our success all over those years," said Nicolas Bouve, Managing Director Godiva Europe.
    Journalists in Brussels, Belgium were treated to a fashion show at the trendy Belga Queen restaurant where young hip models dressed in funky clothes paraded plates of the new line of luxury chocolate.
    Chocolate has long been considered an aphrodisiac and a mood lifter. People sometimes see it as the answer to all their problems.
    "It is a healthy product actually and then it is euphoristic, it seems you have to eat it when you feel down, I don't feel down, but I eat it, nevertheless," said Bernadette Reyntjens, a Diplomatic Worker.
    Godiva points out that its product has a low glycemic index, making it a permissible pleasure to the low carb crowd. Chocolate is also reputed to be rich in antioxidants, substances which are almost revered as the fountain of youth. Everyone seems to have forgotten that the stuff is rich in cholesterol raising fats.
    "Like everything, you don't have to take too much, but if you have a nice consumption, not too much, it can be only healthy," said Philippe Bidaine, Journalist specializing in food and drink
    Belgian chocolate has long been considered the world's best; however these days Godiva is not so Belgian anymore. It is owned by U.S. Company Campbell Soup - but Godiva argues that the Belgian tradition continues in the way they make their products.

    ANNIVERSARIES CONFECTIONARY FOOD INDUSTRY FACTORIES
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