CONFECTIONERY: Kraft prepares major instore drive

SWITZERLAND. Kraft’s World Travel Retail Division is continuing a major instore merchandising development programme for its core brands as an integral element of the division’s strategic plan.

In 1999, the division helped pioneer category merchandising with the development of an eye-catching instore programme for its “powerbrand” Toblerone. It then successfully rolled out similar programs for other brands in an effort to create excitement and theatre in many global travel retail outlets.

Kraft General Manager World Travel Retail Division Andreas Fehr commented:: “After having completed more than 100 installations for Toblerone worldwide, we now move on to roll out other core brand merchandising programmes, with particular emphasis on Milka, our second core brand.”

Fehr said that such merchandising initiatives had been welcomed by retail trade partners. In particular, such creative merchandising and instore entertainment concepts helped traffic building, assisted transaction building (an increase in average spend due to confectionery’s complementary role) and was overall image enhancing. Kraft recently launched a range of “Limited Edition” Toblerone and Milka products.

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