Lindt & Sprüngli Global Travel Retail (GTR) has changed its name from Lindt & Sprüngli Global Duty Free to reflect the widening focus of its dedicated business unit. Under the new identity, the brand is set to implement a new category vision aimed at driving growth in the luxury chocolate category.
During the TFWA World Exhibition in October, select retail partners were given a sneak preview of the vision which will be formally released within the next year.
Lindt & Sprüngli GTR noted that confectionery is one of the most accessible and impulse-driven categories in the travel retail channel, and as such it is crucial to understand triggers, behaviours and occasions to identify the needs and drivers which lead to purchasing decisions.
The brand has conducted extensive research, based on a globally applicable framework consisting of five ‘Demand Pillars’ for chocolate (Treat, Indulge, Recharge, Connect, Delight) that define the key requirements of confectionery shoppers. Lindt GTR said its vision is based around capitalising on these purchase pillars.
Underpinning Lindt’s category vision is its strong portfolio of luxury chocolate brands, which will be strengthened for 2023 and beyond with a number of new formats across its core lines.
The Lindor range will be strengthened with the launch of a new premium Lindor Gift Box 287g, combining a premium travel retail exclusive look with a number of other design cues. The brand said this novelty addresses the often overlooked year-round gifting opportunity, with 90% of purchases intended for gifting outside of festive seasons.
Lindt Napolitains – the travel gift brand – will be expanded with a travel-exclusive format for on-the-go snacking and sharing. Lindt Napolitains Assorted Bag 85g is aimed at what the brand says is the biggest growth pillar within the category – self-refuelling in between flights. The aim is to appeal to shoppers in the premium segment while expanding the brand’s presence at cash tills and other impulse locations.
In a new design twist, the Napolitains Carrier Box 500g is enveloped with ‘destination sleeves’, including locations such as Switzerland and Dubai. The brand said this product will cater to the increased demand in souvenirs for duty free shoppers in search of gifts unique to the destination they are travelling to or from.
Other product developments on the gifting front include Lindt’s Gold & Silver 300g Tablets featuring message sleeves such as ‘Thank You’, ‘I Love You’ and ‘Thought of You’.
Ten new pralines with contemporary ingredients and a focus on quality and variety of flavours form the new generation of the Swiss Masterpieces range. Packaged in a new and modern design with a metallic effect and gold tone finished off with a real bow, the Swiss Masterpieces come in 143g, 193g and 386g weights.
Completing the core travel range is the recently-launched Nuxor, which offers velvety and creamy Gianduja chocolates with crunchy whole roasted hazelnuts, presented in elegant ‘ballotins’. The premium 165g box containing individually gold-wrapped pralines is available in two variants – Milk and Milk & Dark Assorted.
Lindt Global Travel Retail Head Peter Zehnder said: “With the industry transitioning from recovery mode into an exciting period of opportunity and growth, we have been delighted to share with our partners news of investment, innovation and insight across our portfolio and wider travel retail business.
“As shopper behaviour continues to evolve rapidly in travel retail it is vital that we work with our partners to respond to these dynamics.”
He added: “Our new category vision lays out a clear roadmap for the chocolate category and offers valuable insights into the opportunities for growth, while the latest novelties in our portfolio ensure we have an offer that directly addresses these opportunities.”
