Planters extends exclusive lines to cement progress in travel retail

US nut brand Planters has extended its range of travel retail-exclusive snacks in pursuit of its goal to become the channel’s leading snack supplier.

The Kraft Heinz brand presented the new lines, and its updated vision for its progress in travel retail, at the recent TFWA World Exhibition & Conference.

Planters’ travel retail range is available in three formats – doy bags, sharing bags and tubes – in nine SKUs which include dry roasted peanuts, honey roast peanuts and protein mix nuts. New products, which will be available in December, include a 280g Salted Peanut doy bag and an Energy Mix of Brazilian nuts, walnuts, peanuts and chocolate-covered honeycomb, in a 120g tin and 150g doy bag. A 250g Salted Almonds doy bag and 120g tin of Protein Mix with peanuts, Redskin peanuts, cashews and almonds will also be exclusive to travel retail.

Nut-ritious snacks: Planters aims to be the leading snacking supplier

Planters’ vision is to grow a more healthy travel retail snacking category as the leading snacking supplier. Its strategy is to build the “untapped” snacking category together with its partners through innovative products and activations which will include Planters’ ambassador, Mr Peanut.

At Cannes, Planters presented company research which underlined the potential of travel retail’s future. It noted the increasing number (5 billion) of airport passengers, increased retail space created by new airports, airlines and the growing cruise market, and omnichannel touch points which triggered spend.

The company also emphasised the need to recognise the consumer’s approach to shopping when travelling. Kraft Heinz research showed that travellers are looking for recognised international brands, seeking product differentiation (compared with domestic market) and value for money.

According to Planters, snacking needs divide into three segments: 45% for own usage, 35% for sharing and 20% gifting. The company’s insights highlighted the increasing number of consumers choosing healthier snacks and named health as one of the most important decision factors in purchasing snacking items.

Planters’ Energy and Protein mixes are available in tin formats

Planters ranks tin packaging as one of the most successful formats in travel retail and recorded +52% sales growth after the introduction of such presentations. Other new product developments, including extensions to doy bags and collectible tins, offered an estimated additional sales of €285,000.

Planters also cited the success of its travel retail-exclusive display stand which has a 60cm footprint. The company said its round shape allows flexibility and capacity and encourages customer engagement and brand awareness. A tailored Planters gondola, which includes a selfie spot, is available on request.

Kraft Heinz Global Travel Retail Manager Jacco Douma said the brand’s goal to be in all major travel retail outlets in 2017 was on target. “We may even be progressing faster than we expected. This is due in part to the cooperation we have with our customers.”

Douma noted Planters’ strength in Asia Pacific and the Middle East and said European distribution was increasing rapidly.

He said Planters’ marketing strategy in travel retail for 2018-2020 would focus on new products to meet consumer needs. Further investment in activations and promotions aim to increase the Planters brand presence, added Douma.

Douma said the brand was well-positioned to meet an increasing trend towards snacks with less sugar and described new products, such as the Energy Mix, as a “perfect fit” for travel retail.

“All in all we are very happy with the cooperation of the industry and our aim is to offer a more healthy snacking brand for consumers in line with the global health trend,” Douma concluded.

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