Premium chocolate brand Joseph’s is set to showcase its offer in travel retail this month as a Silver Partner at the Moodie Davitt Virtual Travel Retail Expo.
Joseph’s said it is confident that it has the right products and credentials to meet changing market demands. Its research shows it is highly favoured by travelling consumers, in particular, the Chinese, it said.
The brand is represented in travel retail by Traveller’s Trove. Its objective at the Virtual Travel Retail Expo, according to Traveller’s Trove Founder and Managing Director Gerry Murray, is to introduce the brand and its products, and to initiate discussions with a view to shipping early next year to “coincide with the return of duty free shoppers”.
“Joseph’s, which is exclusive to travel retail, was created to meet demand expressed by travellers for sustainable, responsibly produced brands in the duty free channel. We believe the current offer in many locations is somewhat lacking in this respect.
“We set out to create a high quality Belgian chocolate, based on our team’s vast expertise, which can fill this gap.”
Joseph’s chocolates are produced by Manufacture Belge de Chocolats, part of Godiva Japan. The division was created in 2019 but roots go back to 1921 when its factory was built in the heart of Brussels. |
Five assortments feature milk and dark ganache and pralines in up to ten flavours, including Salted Caramel, 70% Dark Chocolate, Vanilla, Almond Praline with Feuilletine-Dark and Pecan & Orange-Milk.“We believe Joseph’s sustainability and Corporate Social Responsibility (CSR) credentials are what set the brand apart,” Murray said.
“Today’s consumers expect much more than just a high quality product. So not only do we deliver a top quality product we do so in a way that is so ‘goood’ for the planet, cocoa farmers and their children.”
Murray pointed out Joseph’s proprietary couverture chocolate is 100% sustainable cocoa sourced through the Cocoa Horizons Foundation. The foundation supports thousands of cocoa farmers with sustainable techniques to professionalise their business. It aims to ensure they can prosper and be self-sufficient for generations to come.
Other ingredients are also natural. Joseph’s uses paper which is 100 % recyclable and FSC-certified and its trays are made of 80% recycled plastic and are 100% recyclable.
“The advantage we have as a new brand is that we start with a clean sheet and can immediately adopt best practice across all our range,” Murray added.
Joseph’s products are, he said, ideal for “sharing moments of loving kindness”, with offers for all gifting occasions. “Our packaging has been explicitly created to appeal to the younger traveller and to answer their expressed desire for high quality confectionery products produced in a caring and environmentally friendly manner,” he added.
He noted consumer research with Asian and European confectionery shoppers in duty free which elicited “exceptionally positive” feedback.
- 90% liked the brand design; 82% liked the ‘loving kindness’ strap line; 90% found the sustainability and social responsibility aspect of the Joseph’s brand appealing; 80% liked the ‘so goood’ statement and 73% would purchase a Joseph’s item at proposed price levels.
Joseph’s, Murray said, is regarded as “high quality, sustainable, and great tasting”. It also fits the main purchase occasions.
- 75% of respondents said they would purchase as a gift; 56% would purchase for self and 47% would purchase for sharing.
“Interestingly on almost every criteria Joseph’s scores even higher than these levels with the all-important Chinese shoppers,” Murray added.
Considering the impact of COVID-19 on the travel industry in general, Murray said: “There is no doubt that this is a reset moment for the industry.
“We face challenges the likes of which we have never experienced before. It creates a situation where everything will be questioned and an environment where, more than ever, what we did in the past will be less relevant going forward.
“Shopper behaviour will also change in many ways yet to be fully understood but one thing is very clear. Sustainability and environmental concerns will continue to be a priority for consumers everywhere.
“This is why we have chosen early 2021, to launch a new brand in the duty free and travel retail channel. We believe the call not just to come back, but to ‘come back better’ will apply to all sales channels.”
“As travellers return and shoppers slowly start to re-frequent duty free shops, we think it is the moment to offer them new choices which answer their expressed needs.”
And how should the travel retail channel engage with travelling consumers to ensure a sustained recovery? The primary challenge, Murray believes, will be to reassure travellers that shopping in duty and tax-free shops is safe.
“While travellers are very scarce at present there is at least some positive news that average spend levels are higher than this time last year in many locations, so it appears the practices in place, to inspire shopper confidence, are successful,” he said.
“Beyond that we believe habits will change. Shoppers will be more discerning in their purchases and seek exclusive brands and products which offer real value for money and do so responsibly.”
