Valrhona introduces a new look for its premium chocolates

French chocolate specialist Valrhona has revamped its brand image, aiming to underline its “premiumness” and to offer better gifting value in travel retail.

The new visual identity, which includes a ‘let’s imagine the best of chocolate’ logo, refreshed packaging and experiential promotional material, was unveiled last week during the TFWA World Exhibition.

The new look is based on the results of a survey, conducted in conjunction with JMG-Research, which aimed to gain a better understanding of the premium chocolate market in travel retail.

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Valrhona will use new experiential material to boost its brand image in travel retail

Ten travel operators in Europe, Asia and the Middle East were questioned, along with international travellers from ten countries. The research indicated that out of 100 travellers, at least 27 visited confectionery stores and 20 made a purchase. On average, one traveller in five bought chocolate in a duty free shop. Figures for Chinese and Japanese consumers indicated that one in three made a purchase.

According to the survey, chocolate is, after beauty products, the second most purchased product in travel retail.

The report noted the types of chocolate and preferences by nationalities as well as first purchase motivation. It also indicated that texture and colour played ‘key’ roles in packaging.

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Premium chocolates in premium packaging: Valrhona believes its new look emphasises gifting value

At least 10% of travellers buying a Valrhona product had made previous purchases. Brand quality and awareness were top purchasing factors. Price was considered after promotion, staff engagement and packaging.

Valrhona Travel Retail Manager Eric Carlier said that new packaging has been designed to offer increased gifting value and to develop a stronger identity. It includes new presentations for Valrhona’s 260g Chocolate Grand Crus, 250g Almonds & Hazelnuts and 16-piece Fine Chocolates. Packaging has a textured effect and includes a gold ribbon-band. Plastic film coatings are not used.

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