Kraft Foods underlines commitment to channel by creating stand-alone company for World Travel Retail division – 17/04/09

I look forward to meeting the industry’s challenges together – as we always have done
Andreas Fehr
Managing Director
Kraft Foods World Travel Retail

SWITZERLAND. Kraft Foods announced today that its World Travel Retail division will become a separate limited liability company from 20 April.

The change is part of a re-organisation of Kraft Foods’ corporate structure in Europe.

Kraft Foods said that its decision emphasises its strong commitment to the global travel retail market.

Kraft Foods World Travel Retail Managing Director Andreas Fehr said: “Kraft Foods was one of the original “˜confectionery champions’ in the early days of duty free and, of course, Toblerone has long been its iconic number one chocolate brand, so this new status reflects well on the new organisation.

“By underlining its faith in a robust and sustainable travel retail channel the parent company was also showing its trust in a loyal and hardworking team which has proven success over the years.”

Kraft Foods World Travel Retail’s portfolio of power brands, headed by Toblerone, also includes Milka, Freia, Daim and Côte d’Or.

Last year marked the centenary of Toblerone, and Kraft Foods World Travel Retail’s unprecedented programme of mega events resulted in record sales performances in travel retail and a number of industry awards.

Fehr concluded: “On a day to day basis, it will be “˜business as usual’ for our retail partners and suppliers, apart from a few minor administration changes, so I look forward to meeting the industry’s challenges together – as we always have done.”

The Toblerone centenary was profiled in the January/February 2008 issue of The Moodie Report Digital Print Edition


COMMENT: Any time that a major global player in any category underlines the need for a dedicated travel retail division is good news for the channel. Travel retail needs strong and committed brand companies, particularly during these troubled times.

Given Kraft’s – and particularly Toblerone’s – pioneering role for the confectionery category in travel retail, today’s news is particularly welcome. As Andreas Fehr (himself a great champion of the channel) says, it is both an external affirmation of commitment to the business by the parent company and an internal recognition of the people and policies that have driven this extraordinary success story to date.

MORE STORIES ON KRAFT FOODS WORLD TRAVEL RETAIL DIVISION

Kraft unveils plans for TFWA Asia Pacific show – 07/04/09

Kraft transports a piece of Switzerland to Florida as Toblerone and Milka power brands take centre stage – 17/03/09

Toblerone brings a small piece of Switzerland to Copenhagen Airport in an authentic brand promotion – 20/02/09

Kraft team thank the industry for Toblerone support in its 100th anniversary year – 14/11/08

[comments]

Food & Beverage The Magazine eZine