Beanstalk Brokers Godiva Deals with General Mills, Kraft Heinz
Beanstalk has brokered deals on behalf of Godiva with General Mills and Kraft Heinz for a line of premium baking mixes and ingredients, respectively.
General Mills’ baking mixes will come in four options including Molten Lava Cakes, Brownie Cheesecake Swirl, Raspberry Chocolate Torte and Flourless Chocolate Torte. Each mix features 72 percent GODIVA dark chocolate and will include disposable baking dishes specific to each cake.
Kraft Heinz's deals will expand upon their Godiva pudding mix offerings by introducing a broad range of premium baking ingredients including chocolate chips, baking bars and melting chocolates.
"Beanstalk is delighted to extend the Godiva brand into the baking aisle with products that enrich and enhance everyday moments," says Frances Alvarez, vice president, brand management, Beanstalk. "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."
These licensing pacts add to Beanstalk's collection of deals for the Godiva brand. The agency signed an agreement with Godiva's parent company Yildiz Holding in 2017.