Godiva, the luxury chocolate maker, has been put up for sale by its American owner, Campbell Soup Company. It is understood that Campbell’s believes that the company does not fit its portfolio of grocery products.
It is expected to attract interest from Cadbury, Hershey’s and Kraft although the chain’s high street outlets are expected to be a difficult fit for the confectionery companies. Analysts believe the chain could fetch up to $1bn (£500 m).
Godiva was launched in Belgium in 1926 through a single shop in Brussels and was acquired by Campbell’s in 1974. The company has positioned Godiva as a high-end European brand and the chocolate is still made in the Belgian capital.