Belgian chocolate brand Godivan Godiva is about to join the coffee industry scuffle.

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Belgian chocolate brand Godiva wants to enter the coffee market "grab money".

Belgian chocolate brand Godiva, which has been seized by the Turks, will launch 2000 cafes in the future as part of its six-year plan to grow revenue fivefold, according to the Financial Times. Godiva cafes, measuring 139 to 232 square meters, will appear in major cities around the world starting next spring, with the first opening in New York.

Jim Watson, senior beverage analyst at Rabobank, previously said,"Many large beverage companies see coffee as an important area to strengthen their product portfolio," and "for companies, this is not just a new coffee business line, but an opportunity to achieve profit targets in multiple price and packaging types, establishing a luxury brand image from coffee bags to high-end coffee shops."

Godiva has begun a fundraising drive to expand its coffee business in North America, Asia and other countries, and has been negotiating with several potential strategic investors for a deal that could exceed $1 billion, the media said. If a deal is struck, the buyer could take over Japan, one of the company's largest and fastest-growing markets, and retain Godiva's control of the brand.

In fact, Godiva's parent company, Yildiz, has been considering selling Godiva's Japanese operations.

The Nihon Keizai Shimbun reported last month that Godiva had started the process of selling its Japanese business, and Mitsubishi Corporation and several investment funds had offered olive branches to it, which could exceed 100 billion yen. According to Euromonitor International, Japan is the world's sixth largest chocolate market. Godiva's retail sales are expected to reach $5.2 billion in 2018, with Japan accounting for nearly 5% of global sales.

Godiva, who was not born in coffee, is ambitious to get a piece of the coffee market, and the coffee industry's "big brothers" have accelerated their pace of expansion.

Turin-based Lavazza Coffee announced in October that it had acquired Mars 'coffee business; Italian coffee company Illy and industry giant JAB reached a licensing agreement; and Bill Ackman, hedge fund manager at Pershing Square Capital, previously revealed that it would invest $900 million in Starbucks, a US coffee chain.

A coffee-related "war" is also escalating.

However, affected by the collapse of the Turkish lira, Yildiz is stepping up the compression of foreign currency-denominated debt. In June, Bloomberg reported that Yildiz was in talks to sell its mining and brick business, Kumas Manyezit Sanayi, worth about $500 million. This makes the acquisition battle around Godiva, a premium brand, likely to intensify in the future.

The family-owned Yildiz business, which started as a biscuit shop in Istanbul in 1944 with two brothers, has grown into a multinational company with Western partners including Kellogg and McCormick.

In 2007, the company not only bought Godiva for $850 million, but also bought McVitie's United Biscuits for $2.63 billion, and in 2014 it bought Flipz chocolate pretzel maker DeMet's for $221 million.

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