Multinational food company Kellogg’s has adopted a new ‘future looks good’ strategy to target increased product visibility in travel retail.
The food company’s debut at the TFWA World Exhibition underlined its decision to centralise its travel retail division, which is now based in the Netherlands. The team is headed by Kellogg’s Benelux Business Manager Emerging Channels BNLX & Travel Retail/Duty Free Jacco Douma.
Douma outlined the company’s focus on sustainability, through a wellbeing strategy which is based on three pillars: Planet, People and Product.
Kellogg’s cereal bars were also highlighted as “impulse-driven and easy products to carry while travelling” along with key brand Pringles’ development in the channel. Major packaging changes are in the pipeline for Pringles next year.
Kellogg’s Benelux Sales Manager Travel Retail Duty Free Sander Witteveen said: “We have identified a huge opportunity for salty snacks in travel retail and Pringles is a perfect product to meet increasing customer demand.
“With a focus on markets in Europe, the Middle East and Asia Pacific, Kellogg’s is set to offer a new line-up of exclusive products next year.”
Witteveen pointed out that the popular Pringles line contains no artificial colours or flavours. Fat content has been reduced by -70% and salt by -23% this year.
Pringles supports Movember, a charity for men which aims to make a difference in mental health and suicide prevention, prostate and testicular cancer. The brand also partners with food banks and plays a key role in Kellogg’s Origins programme with a new division this year to support French and Belgian potato farmers.
“Pringles is an ideal product for people on the go,” said Douma. “It offers consumers a quality snack in packs that are resealable and travel ‘light’ in all bags and cases.”
He outlined Kellogg’s efforts to take their offer in travel retail to the next level through ‘sharing’, ‘immediate consumption’ and ‘gifting’. “With new product lines and ranges, we are taking our responsibility to serve travelling consumers more seriously. Kellogg’s and Pringles will partner with all retailers to ensure customers can enjoy a salty snack,” he added.
