Mondelez World Travel Retail (WTR) is set to present its 2018 strategy and key action plan at the TFWA World Exhibition (Riviera Village, RG5). There it will present a range of exclusive novelties designed to attract the new generation of travellers and drive category and industry growth.
Mondelez WTR Managing Director Andreas Fehr said: “With our robust shopper insights and portfolio of iconic brands, Mondelez WTR is well placed to leverage our position as travel retail’s leading confectionery supplier, to capture today’s digitally-savvy travellers.
“We have a comprehensive plan that includes a strengthened gifting offer in chocolate and a blueprint to grow the biscuit sub-category, and this will be supported by a new digital engagement strategy. We look forward to presenting our ideas to the trade, and bringing them to life with our retail partners, delivering ‘More Shoppers’, ‘More Spend’, ‘More Often’ in line with our ‘Delighting Travelers’ category vision.”
Mondelez WTR is expanding the gifting offer in travel retail with a line-up of new travel retail exclusives from its chocolate brands, designed to cater to different confectionery shopper needs.
Toblerone
Toblerone will launch new products catering to the ‘Memory’ and ‘Share’ segments. Toblerone Happy Holidays Tiny Mixed Bag 272g and Milk Bar 360g feature a limited-edition packaging design which aims to cover various holiday celebrations. The Tiny Mixed Bag 272g contains 34 individually wrapped pieces of Toblerone Milk, White and Dark Chocolate in miniature 8g bars for sharing, while the pre-sleeved Milk Bar 360g is designed to share.
Toblerone Tiny Crunchy Almonds 272g, also designed for sharing, combines one of the brand’s most successful flavours with the best-selling Tiny format. The new variant contains 34 individually wrapped snack-sized pieces of Toblerone with honey and almond nougat, enriched with crunchy caramelised almonds and a hint of salt, in an exclusive blue and gold bag.
Milka
Milka is capitalising on the popularity of its brand mascot, Lila the Cow, to increase its share in the ‘Fun’ segment. The Alpine milk chocolate brand will introduce two new ‘family-friendly’ gifting options with interactive packaging.
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Milka Fun Naps 101g is a canister filled with 22 individually wrapped milk chocolate naps, topped with a novelty Lila the Cow moving toy head. The resealable plastic cup can be reused.
Milka Alpine Cow 70g comes with a Lila the Cow plush toy. The storage box contains 15 milk chocolate naps and depicts a ‘magical’ Alpine scene.
Cadbury
Cadbury is introducing a new sharing format targeted at travellers from the Middle East and Indian sub-continent, a consumer segment which is becoming increasingly important for the brand, it said.
The Countline Box 540g is filled with 12 individually wrapped single bars. The boxes are available in three flavours: Dairy Milk, Dairy Milk Whole Nut and Dairy Milk Caramel.
Marabou
Sweden’s leading chocolate brand Marabou is bolstering its strong growth in the Nordic countries with the addition of a new Salty Almond flavour to its king-size tablet range.
Marabou Salty Almond 220g combines milk chocolate and crisp almonds, seasoned with sea salt flakes. Mondelez WTR said the king-size variant is ideal for a shared snacking experience and can easily be promoted alongside Marabou’s existing tablet range.
Mondelez WTR Category Marketing Manager Irina Tarabanko commented: “Product innovation built on shopper insights remains at the heart of our strategy to win over the new generation of travellers, who are looking for exclusive gifts and authentic brand experiences. The launch of our 2017/18 novelties will be supported by a 360° programme covering both digital platforms and in-store activations, and we hope to build on the success of innovations such as Toblerone Messages in 2018 and beyond.”
