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The Wall Street Journal this morning reports that Starbucks is in the bidding for Godiva Chocolate, which Campbell Soup has put on the auction block. According to the Journal, it is likely that any acquisition of the company by Starbucks would be in concert with a private equity firm.

Other companies said to be in the running are Hershey and Wrigley.

The Journal writes, “It would be by far the largest acquisition in its 20-plus-year history … Most of Starbucks' purchases have been deals of small coffee chains for less than $100-million; Godiva is valued at as much as $800 million.

“There is some logic to the combination. Starbucks knows retail, and the two premium brands would complement each other. Godiva sells coffee in its boutiques, shops and department-store locations, and it has more than 450 boutiques world-wide. Starbucks may want to nip that competition. Still, one expert cautioned that the odds are against Starbucks buying Godiva.”

KC's View:
If there is one thing that Mrs. Content Guy likes as much or more than her Starbucks coffee, it is Godiva chocolate. The biggest downside to this deal that I can see is that if Starbucks starts stocking Godiva chocolates in its retail stores, those trips occasionally could get a lot more expensive for me.

I hope that Starbucks considers this before completing any deal. Because in the end, it is all about me. 🙂