GODIVA teases return to the UK with Dubai Chocolate

The company behind the 100 year old premium chocolate brand, GODIVA, has hinted at its return to British supermarket shelves.

The brand, rooted in Belgian craftmanship, will relaunch into UK grocers with a limited- edition run of its Dubai-style chocolate available in Tesco. Up until now, GODIVA has only been available in luxury retailers Harrods, Selfridges and its Covent Garden flagship store.

GODIVA is part of a portfolio of brands run by London headquartered snacking giant pladis, which includes McVitie’s and Jacob’s.

pladis has chosen to capitalise on the Dubai inspired chocolate craze to spearhead GODVIA’s return to mainstream UK consumers.

The company was early to capitalise on the Tik Tok fuelled interest in pistachio and Middle Eastern flavoured chocolate.  In 2024, pladis Türkiye launched its own Dubai chocolate bar selling 3,000 tonnes in just the first four months of launch.

As one of the world’s fastest-growing snacking companies, pladis’ strategy centres on creating product ranges that tap into growing consumer trends.

The company focuses on developing new and innovative products, while also expanding the flavours of well-loved heritage brands. Recent innovations include new flavours of McVitie’s Jaffa Cakes and Jacob’s Bites.

A GODIVA spokesperson, said: “Global influences are increasingly reshaping the snacking industry, as consumers seek more adventurous and authentic culinary experiences. The popularity of Dubai-style chocolate is a clear example of how international flavours are crossing borders and becoming mainstream.

“Building on pladis' strong performance in Türkiye, this launch underscores our commitment to growing our much-loved brands in key markets and investing in our innovation capabilities to meet new demands from consumers.”

This launch marks the first time in nearly five years that GODIVA will release a product for sale in mass market retail stores in the UK.

GODIVA sells more than 10,000 tonnes of chocolate annually with its biggest markets being the USA and China.  As part of pladis, it comes in at number seven in the global ranking of chocolate companies based on size.

The global premium chocolate market, which GODIVA is a part of, is projected to be valued at $45 billion by 2028.

Notes to editors: GODIVA Dubai inspired chocolate bar, £10 RRP, £7.95 Tesco Clubcard price.