US confectioner Godiva has announced the launch of Godiva Gems in a bid to make the premium chocolate brand more "affordable" and "accessible".

The individually wrapped chocolates are "perfect" for "savvy shoppers" who want affordable, high quality chocolate, the company insisted.

In addition to Godiva stores and department stores nationwide, Godiva Gems will be available for the first time at a "variety of convenient locations", including Safeway Inc, Publix and Wegmans.

"Our delectable chocolates have traditionally been packaged and sold primarily as gifts, and have been available only in boutiques and department stores. With the launch of Godiva Gems, we have broadened the availability and accessibility of our high-quality chocolate. This represents an exciting leap forward for Godiva and consumers, especially in this challenging environment," Jim Goldman, president and CEO, said.

The collection features three varieties: Solid Gems, Caramel Gems and Truffle Gems, all available in milk or dark chocolate.