Danish chocolatier Simply Chocolate is on a mission to disrupt the confectionery category in travel retail.
The brand was a first-time exhibitor at the recent TFWA World Exhibition, catching the attention of visitors not only through its tastes and minimalist packaging but also with its bold, even outlandish marketing approach.
Few brands would choose to label a foil-covered chocolate bar ‘No, it’s not a condom’ or ‘This is not a baby wipe’. Nor would they opt for a support video featuring a rather large man leisurely eating chocolate drops.
Simply Chocolate, however, as it is quick to point out, is not your run-of-the-mill chocolate brand.
According to Simply Chocolate Travel Retail Manager Jacob Harbo Olsen, the brand is more than happy to stand out and to emphasise its “back to the basics” approach and a travel retail strategy which includes a “very good sense of humour”.
Simply Chocolate, he says, has a simple message: “It’s sustainable, responsible and tastes great”.
Simply Chocolate is certified by Cocoa Horizons, the charitable organisation which supports cocoa farmers and their communities. To its witty one-liners and standout marketing Simply Chocolate has added natural ingredients and recycled and recyclable packaging; most of its bars are gluten-free and three are vegan-friendly.
Simply Chocolate recently secured listings with SAS, Norwegian Airlines, Scandlines Ferries, LSG Sky Chefs, Gate Retail Onboard and Gebr Heinemann.
At the Cannes show, Copenhagen-based Simply Chocolate highlighted a range of chocolate and protein bars which are exclusive to travel retail. The 40g bars, with catchy names including Salty Fred and Crispy Carol, are presented in bright packaging in an innovative dispenser which is ideal for wall, door or column space.
The brand is intent on disrupting the confectionery category, not by taking away from the established ‘big players’ who, Simply Chocolate says, have “perfected the art of gifting”, but by eyeing the smaller immediate snacking segment. Simply Chocolate is also targeting millennials.
Olsen believes there is a “significant gap between the modern traveller’s buying pattern and the products available in travel retail”. Many millennials, he says, are seeking something new and different.
“There is a lot of focus on increasing sales by offering large value-packs, limited editions and travel exclusives. This is great of course but it leaves very few options to consumers who seek high-quality products in smaller portions for snacking or sharing.”
Olsen notes research from m1nd-set indicating that 48% of travellers find that the current formats available in travel retail – which are often large sharing packs or chocolate bars – are not suitable for snacking, despite the fact that 28% of travellers buy in the confectionery category specifically for this purpose.
“It begs to ask: what if the confectionery formats were more tailored to immediate snacking, would more travellers indulge in immediate consumption?”
Simply Chocolate and m1nd-set believe travellers have become increasingly demanding with regards to what they are looking for in snacks.
“Format is obviously a key concern,” said m1nd-set Research Director Travel Retail Clara Susset. “But travellers are also often in the mood to try something new. Many of them are also more and more health-conscious and will value a product which is made out of natural ingredients, for a ‘guilt-free’ snacking experience.”
“Products which have sustainability and responsible sourcing at the core of their identity resonate very well with today’s travellers.”
Simply Chocolate has appointed travel retail agency Blueprint to help accelerate its business in the channel. Blueprint’s Thomas Kaneko Henningsen commented: “With travellers being increasingly aware of the importance of natural ingredients and sustainable practices, these characteristics alone would make Simply Chocolate a must-have for travel retailers in their snacking mix.”
Susset added that Simply Chocolate’s offer fits the travellers’ needs in more ways than one. “Travellers are always on the look-out for products that stand out and which are unique; disruptive products contribute to making their shopping more entertaining.”
She said that formats suitable for snacking are in high demand. “With the development of more appealing airport F&B, it is key for travel retail to also offer products suitable for immediate consumption.
“Products which have sustainability and responsible sourcing at the core of their identity resonate very well with today’s travellers.”
Gebr Heinemann Category Manager Liquor, Tobacco and Confectionery Copenhagen Area Lars Suhr described Simply Chocolate as a “new and exciting product that has the ability to fulfill travellers’ need for immediate snacking”. He said that the brand offers a “great opportunity to increase spend per passenger”.
“We have noticed that Simply Chocolate has played an instrumental role in increasing basket size with travellers who might not have otherwise shopped within the confectionery category. It is a great brand and product for travel retail that provides opportunities for incremental sales and increased spend per passenger without cannibalising other categories.
“I also feel that Simply Chocolate is very much focused on developing their business within this channel and hope to continue our great partnership in the years to come.”
