Nestlé and Dubai Duty Free partner for launch of Quality Street regional edition

Well-timed launch: NITR and Dubai Duty Free introduce a stand-out travel retail exclusive during Eid al-Adha celebrations

UAE. Nestlé International Travel Retail (NITR) has joined forces with Dubai Duty Free to release a new travel retail-exclusive line, Mackintosh’s Quality Street Oriental Selection.

The 251g selection features four regional flavours: Rose Pistachio, Qamar El Din, Baklawa Pistachio and Mohalabiya. It was launched in selected stores – including the travel retailer’s Foodplus outlets – at Dubai International Airport on 4 July.

Its introduction coincided with Eid al-Adha, or ‘Festival of Sacrifice’, one of the most important festivals in the Muslim calendar, from 8 to 12 July.

Share Memories of Dubai: Mackintosh’s Quality Street Oriental Selection introduces four regional flavours

The Quality Street activation is supported by a two-month promotional campaign with point-of-sale materials including product gondolas and pillars. Sampling opportunities are available in selected locations.

To drive awareness of the new product, Dubai Duty Free is running a social media campaign in July and August.

The Quality Street Oriental Selection offers 30 praline chocolates on a gold-coloured tray in an eye-catching tin. The four flavours are housed in chocolate shells.

Rose Pistachio is filled with creamy pistachio, topped with rose jam while Qamar El Din has a sweet and tangy apricot-based filling. Baklawa Pistachio is filled with roasted pistachio and flaky toasted baklawa pieces and Mohalabiya has a creamy filling, infused with orange blossom flavour.

This is the first time that pistachio, mastika liqueur and jam have been used in the production of Quality Street chocolates.

NITR Marketing Manager Tamara Spada said: “The unique combination of ingredients in the Oriental Selection makes this one of the most innovative ever releases from the great Mackintosh’s Quality Street brand. These indulgent treats produce a real burst of great flavour with each premium chocolate.

“Dubai Duty Free is long-established as one of our most important travel retail partners and we see their high-class stores as a natural home for a travel retail exclusive release of this superb quality.

“Quality Street Oriental Selection is another great example of innovative confectionery from Nestlé which will have a unique appeal for the travelling consumer.”

Dubai Duty Free Senior Vice President for Purchasing Sharon Beecham commented: “We are delighted to launch the new Mackintosh’s Quality Street Oriental Selection to coincide with Eid al-Adha. This is another example of NITR’s innovative approach to a much-loved brand and we look forward to hearing the feedback from our customers on the four unique regional flavours.”

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