German chocolate company Rausch Schokoladen GmbH is relaunching its Single Origin chocolate portfolio, including its travel retail exclusive ‘World of Chocolate’ collection, with a new, up-to-date design and more precise labelling to reflect the plantation source. The new look will be on show to buyers at the TFWA World Exhibition in October.

 

Following extensive market research, the new look Rausch Single Origin is clean and modern with clearer differentiation between the recipes; detailed information regarding product sources can be found on the back of the packaging and illustrated motifs help with identification. Inside each wrapper is a printed history of Rausch and more background on the specifics of the chocolate producing region.

 

As before, the new look range includes eight separate chocolate recipes ranging from 35% to 75% cocoa from countries of origin including Grenada, Trinidad, Costa Rica and Madagascar. Each recipe is unblended and made from 100% pure, single origin, fine-flavoured cocoa paste, cocoa butter and cane sugar, plus whole milk powder for milk recipes, with no added flavourings or emulsifiers.

 

The travel retail offer comprises:

 

 

Small Bites: A mixed pack of 32 6.7g small bites, in eight different whole milk and dark pure chocolate recipes made from fine flavour cocoas. Presented in an attractive hessian cocoa bag tied with a ribbon, Rausch states that Small Bites neatly fulfils the growing snacking and sharing trend, and is ideal for those wanting a taste of the different chocolate intensities.

 

Sticks: Eight different chocolate sticks of 40g weight come presented in a natural wood cylinder.

 

 

 

Bars: A high quality wooden gift box containing a selection of four 100g bars in different intensities – two whole milk (35% Papua New Guinea, 43% Venezuela) and two dark (60% Peru, 70% Ecuador).

 

Beyond the pack redesign, the company’s market research has also proven the value of its travel retail World of Chocolates range, according to Jörn Schumann, Managing Director, Rausch Schokoladen GmbH.

 

“Many very interesting consumer insights were revealed by the research; importantly consumers are prepared to pay a premium when they are travelling for giftable items, especially if they are exclusive. What’s more, when consumers are in a good frame of mind they are more likely to spend on premium lines, while those in not so good a mood will buy cheaper lines for comfort eating.”

 

Commenting on the relaunch of the TR range, first introduced in 2012, he says, “The feedback from buyers to the World of Chocolates range has been excellent but there was some comment that the packaging design was a little outdated. We’ve done a lot of work on improving the look, taking into account factors such as the consumer is more likely to remember the cocoa content and the colour of the wrapper rather than the name of the plantation, hence these two elements are made stronger and more visible.

 

“We are confident the new look is very contemporary, extremely attractive on shelf, and ideal for travel retail outlets globally.”