Pladis is expanding its luxury chocolate brand Godiva with a trio of biscuit-based NPD.

The Godiva Masterpieces Biscuits are available in Milk Chocolate Caramel Lion, Dark Chocolate Ganache Heart and Milk Chocolate Hazelnut Oyster variants. They feature a biscuit base with soft filling enrobed in chocolate and have an rsp of £4 for a pack of 10 individually wrapped biscuits.

They launch exclusively in Sainsbury’s today (6 February), in time for Valentine’s Day, and will roll out elsewhere this September.

Godiva Masterpieces Biscuits represent the brand’s first venture into biscuits for multiple retail distribution, said Pladis.

“Godiva has made great strides in establishing its premium chocolate into grocery since 2017. We’re excited to be entering new territory by taking our signature chocolate range into luxury biscuits, tapping into consumer demand for every-day indulgence,” said Sarah Horowitz, director of the new ventures business unit at Pladis UK&I.

“The premium biscuits category is fast-growing, increasing 5.8% year-on-year, and we see an opportunity for Godiva to grow a branded presence in the category – and fuel overall growth.”

Pladis has already unveiled NPD for its McVitie’s and Go Ahead! brands this year.