GODIVA is leaning on its 100th anniversary to push new confectionery SKUs into mass retail this holiday season, dropping two new Masterpiece bag items at Target and Walmart and backing them with a limited-edition artist collaboration and an in-store dining activation in New York City.
The centennial push is a meaningful channel signal for c-store buyers: GODIVA's mass-retail expansion — particularly at Walmart — mirrors the broader gifting-candy trend that has lifted premium chocolate velocity in impulse-friendly formats. For operators running clip-strip or endcap chocolate sets near the register, the new Masterpiece bag line at $7.49 SRP sits in a sweet spot between everyday candy bars and gift-box tiers that rarely find a home at the forecourt.
New SKUs at Mass
The two new retail items are the Dark Chocolate with Raspberry Ganache Masterpiece bag and an Assorted Holiday Masterpiece bag featuring Milk Chocolate with Ganache, Dark Chocolate with Ganache, and Dark Chocolate with Smooth Caramel — both at a $7.49 suggested retail. The individually wrapped format is well-suited to the c-store impulse grab, where single-serve and shareable bag formats consistently outperform gift-box configurations in high-traffic, quick-trip environments.
Beyond the Walmart and Target doors, GODIVA is offering a 50-piece Assorted Masterpiece Holiday Tin ($55.00 SRP), a Masterpiece Holiday Star Ornament 7-piece ($18.00), and a Masterpiece Holiday Santa Box 7-piece ($18.00) through Godiva.com. The Gold Collection and Signature Truffles Collection — available in 8-piece ($22.00) and 15-piece ($40.00) configurations — are carried at Macy's and online.
The Art Edition and NYC Activation
The headline centennial piece is the GODIVA x Ekrem Yalçındağ Centennial Collection Art Edition, a run of just 1,000 boxes sold exclusively on GODIVA.com. Each box features one of two works by the contemporary artist — either tablet chocolates molded in a form titled "Feels Like Home," including Gold Chocolate with Salted Caramel Pieces and Milk Chocolate with Pistachio, or Carrés inspired by Yalçındağ's 2014 oil-on-canvas "Impressions." The collectible positioning and strict unit cap make it largely a DTC play, but the halo effect on brand equity supports in-store premium positioning.
On the foodservice side, GODIVA executive chef chocolatier Thierry Muret partnered with chef Jakob Sleight of Stella 34 Trattoria at Macy's Herald Square to create a GODIVA Masterpiece Ganache Torte served November 1 through December 31. The collaboration ties into Macy's Thanksgiving Day Parade events — a brand-building vehicle that underscores how premium confectionery increasingly blurs the line between CPG gifting and experiential dining.
Channel Context
Premium chocolate remains one of the stronger impulse categories at checkout. NACS data has consistently shown that candy ranks among the top five inside-sales contributors for convenience retailers, and gift-tier products — especially in the $6–$10 range — tend to index higher in Q4 as holiday traffic builds. For single-store operators and regional chains looking to upgrade their seasonal candy sets, the Masterpiece bag format is a practical addition: familiar brand equity, accessible price point, and mass-retail co-marketing that pre-sells the consumer before they hit the c-store door.
Ahad Afridi, Chief Marketing Officer for the Americas at pladis, described the centennial moment as a platform for "iconic chocolates, new collections, and unexpected collaborations." For the confectionery and snack category in convenience, what matters most is that new Masterpiece flavors arrive in formats and at price points that fit the counter and clip-strip — and the $7.49 bag clears that bar.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
