An emphasis on travel exclusive items, flavour innovation and the addition of theatre by showcasing the work of master chocolatiers has helped drive Lindt & Sprüngli’s performance in travel retail in the past year. That’s according to Head of Global Duty Free Division Peter Zehnder.
Speaking to The Moodie Davitt Report during TFWA World Exhibition, he noted how Lindt had become the number four brand for the first time in Generation’s TRIQ ratings for the H1 2016 period.
“This shows that our positioning as a leading brand in the fastest growing segment, premium, is paying off,” he said. “We now have a 9% market share and are the number one premium brand at key airports such as Dubai, Frankfurt, Zürich, Paris, São Paulo and others.”
He added: “Innovation in the offer, our use of the finest cocoa farmed through sustainable means, our roasting and grinding techniques and our packaging all make a difference, as does the artisanal element added by our master chocolatiers in the stores.
“Our travel retail exclusives programme is vital, not only around packaging but around flavours too. Among the latest additions is Lindor Mango & Cream, the first time this flavour has been introduced to duty free. We have new gifting boxes for our Napolitains that evoke the travel experience through their trolley style, and the Bijoux Collection in our Swiss Masterpieces range.”
The new Swiss Masterpieces collection will pre-launch worldwide through Dufry as the company builds its investment in travel retail as a channel.
“We expect to launch two limited edition collections in travel retail to boost our pralines range,” said Zehnder. “Even in times of crisis people still want to pick up a gift or small luxury, and that is what we offer. In the year ahead we will focus even more on pralines as our fourth pillar.”
More soon on Lindt’s plans for partnership in the travel retail channel.
