US children’s confectionery and toy brand Yowie Group will make its debut at the upcoming TFWA World Exhibition (Red Village M27), where it will present a travel retail-exclusive Yowie Explorer Pack.
The Yowie Explorer Pack is designed to foster a sense of wonder in the diversity of the natural world and encourage learning through play, according to the brand. The pack contains two Yowie chocolate characters, binoculars, an endangered species map, animal stickers, an explorer badge, crayons, and a Species Spotter activity book.
Each chocolate shell features a character-shaped capsule that holds a collectible endangered species replica animal and a leaflet that provides details about the animal, its habitat, food sources, and threats to the animal and its environment.
Yowie Group Vice President of World Travel Retail Amy Wilson said: “The heart of Yowie is delivering confectionery with a conscience, and we are committed to carrying this out within the travel retail space.
“Our mission to ‘Save The Natural World’ calls for us to focus on bringing more awareness to endangered species, and our launch into travel retail is another step into expanding our reach.”
According to Yowie Group, over two thirds of confectionery buyers purchase outside of their regular brand when in duty free, but a key barrier for shoppers in this category is lack of interest in available products. “With the Yowie Explorer Pack, Yowie Group strives to differentiate travel retail from the domestic market through innovation and bring excitement to the confection category,” the brand stated.
Yowie said it aims to meet shopper and consumer needs with educational opportunities at www.yowieworld.com, a play-and-learn website and app. The digital forum allows consumers to learn by exploring animals and their natural habitats. The company’s six Yowie characters, Rumble, Boof, Crag, Ditty, Nap, and Squish, act as guides on the journey into Yowie World where consumers encounter environmental and ecological challenges and opportunities.