GODIVA is launching a sampling program in New York City to celebrate its 95th anniversary and to raise awareness of the brand’s national availability in food, drug, grocery and mass retailers.

To celebrate this milestone, GODIVA will deploy a sampling truck with a nod to the brand’s roots.

After the Second World War, Brussels was in a state of depression, as the country lost many people and suffered greatly. GODIVA’s founder, Pierre Draps, felt compelled to act in support of his community. In an effort to lift people’s spirits, he had GODIVA’s delivery trucks painted pink, a color that soon became synonymous with spreading happiness during a dark and difficult time. Much in the same manner, a pink GODIVA truck will make its way around the Big Apple to offer wonder and optimism to its residents following a difficult and unprecedented year. 

“Throughout its history, GODIVA has established its position as the leader in the global chocolate industry, spreading wonder and delight to consumers across the globe, and we couldn’t be more excited to celebrate our 95th anniversary this year by paying homage to our beautiful journey and celebrating the spirit of kindness that’s at the heart of our brand,” says GODIVA CEO Nurtac Afridi. “We look forward to continuing to sweeten all occasions, whether that’s a traditional holiday or one of life’s everyday moments, over the next 95 years.”

GODIVA’s pink truck first hit New York City on June 9. It’s scheduled to appear right outside the Met, at the corner of East 82nd Street and Fifth Avenue, from noon to 5 p.m. June 12 and on West Broadway between Grand and Canal Streets from noon to 5 p.m. on June 13.

GODIVA is continuing to prioritize its food drug mass (FDM) portfolio. The brand’s growing presence in the chocolate aisles of supermarkets and drugstores is part of its effort to make its beloved products more accessible. GODIVA’s portfolio in those channels include Signature Mini Chocolate Bars, Chocolate Domes, Chocolate Masterpieces and Goldmark Gift Boxes, alongside seasonal items available during the holidays.