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Beanstalk secures sweet deal with Godiva

Deal struck with General Mills and Kraft Heinz for premium baking mixes and ingredients.

Premium chocolate brand Godiva is expanding its footprint into the baking aisle.

The brand will be incorporating its signature chocolate into baking mixes and ingredients after its licensing agency, Beanstalk, secured deals with General Mills and Kraft Heinz respectively.

The baking mixes are available in four options – Molten Lava Cakes, Brownie Cheesecake Swirl, Raspberry Chocolate Torte and Flourless Chocolate Torte – and each mix features 72% Godiva dark chocolate.

Meanwhile, Kraft Heinz will expand on its Godiva pudding mix offering by introducing a broad range of premium baking ingredients including Chocolate Chips, Baking Bars and Melting Chocolates available in milk, semi-sweet, bittersweet and unsweetened chocolate.

“We’re excited to bring together Godiva’s fine chocolate credentials with the baking category expertise of our partners, to bring these sophisticated and decadent baking products to market,” said Matthew Hodges, president of global sales at Godiva.

Frances Alvarez, vp of brand management at Beanstalk, added: “It’s an exciting time for the brand and we’re looking forward to leveraging Godiva’s strong heritage in chocolate artistry into strategic, complementary categories.”

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