Danish chocolate specialist Summerbird Organic is planning to expand its travel retail presence in partnership with Copenhagen-based business development agency Blueprint.
The brand launched two standalone shops at Copenhagen Airport in 2019. To extend its travel retail footprint, it was listed by Gebr. Heinemann at its Travel Value stores at the airport in 2021.
Summerbird Organic CSO and Partner Thomas Pedersen said: “Our business at Copenhagen Airport has proved popular among international passengers, and Nordic travellers in particular, who are looking for chocolate that is of the very highest quality, is organic, and made in Denmark. We feel that now is the right time to take our travel retail business to the next level.”
He added: “Summerbird Organic is also a member of the Nordic Travel Retail Group and TWFA, showing our commitment to the global travel retail channel, which we consider a strategic priority as we continue the brand’s expansion throughout the Nordic region.”
Copenhagen Airport Head of Retail Partners Lasse Berg said: “We welcome extraordinary and best-in-class shopping experiences. From local heroes to international power brands, Summerbird Organic and their two standalone stores sit extremely well with the airport’s overall shopping centre strategy. Summerbird Organic is in many ways a strong testimony towards Scandinavia being at the forefront of culinary experiences.”
Gebr. Heinemann Category Manager LTC Lars Suhr also commented: “Since 2021, we, Gebr. Heinemann and Summerbird Organic, have built a strong partnership bringing the finest Danish produced chocolate to travellers.
“From naturally sourced ingredients, eco-friendly packaging to stunning visual merchandising and dedicated sales associates on the shop floor, Summerbird Organic is committed to driving in-store customer experience. Given the brand’s success, it has become a corner stone in Gebr. Heinemann’s ‘Made in Denmark’ strategy renowned for its quality, innovation and commitment to CSR.”
Blueprint Partner Karl Walter commented: “Summerbird Organic has a reputation for constantly driving innovation, quality, and taste. The premium brand positioning, accessible retail pricing from 12-80 euros and sustainable packaging resonate with travel retail. We see significant growth potential for the brand in Scandinavia and beyond, the commercial team is totally and utterly committed and passionate about bringing the finest chocolate to travel retail.”
The company emphasises that its products are vegan-friendly, made using only organic ingredients, without artificial colours and additives. It also ensures better animal welfare practices.
It also claims that its chocolates are made in Denmark, from bean to bar, using its own roastery to allow the brand to constantly drive innovation, improving quality and taste.
With more travellers seeking sustainable products, the company said that its premium organic offers have good potential in travel retail.
Citing data from consumer research agency m1nd-set, it suggested that 58% of travellers believe eco-friendly ingredients and sustainable manufacturing processes are important. And 73% believe that more people will buy the brand which has a greater focus on sustainability, while 80% of millennials are loyal to socially responsible companies.
Summerbird Organic also noted the increasing popularity of its small gift boxes among travellers.
Pedersen added: “Premium gifting is a critical component of travel retail and we have year-round, best-selling assortments as well as seasonal products for Easter and Christmas. Since Covid, we have seen even stronger demand for premium gifting. On top, our award-winning Amber range has become a best-selling hero product in domestic and travel retail channels.”
Since it was launched as Summerbird Pure Amande in 1986, the brand has seen continuous innovation – from its original packaging design to reinventing its ingredients, until it went fully organic.
Its chocolates are characterised by its fruity notes, a slight bitterness and a creamy texture.
The brand offers its popular patented Amber chocolate, which is built around three varieties of raw chocolate: Amber Classic, Amber Blond and Amber Noir. ✈
