Loacker will debut its new Chocolaterie collection in Asia Pacific at the forthcoming TFWA Asia Pacific Exhibition & Conference in Singapore (11-15 May).

The premium line will be introduced to buyers in the region following a successful preview at TFWA Cannes last year.

It represents the latest in a series of launches and activities to mark Loacker’s 100^th anniversary, which took place in early February with a special celebration in Bolzano, Italy.

The Chocolaterie range combines Loacker’s signature crispy wafer layers with creams and chocolate coatings.

It is available in milk, dark, and white chocolate with matching cream fillings.

The travel retail-friendly 114g format (9.5g x 12 pieces) will be a key highlight at the Singapore event.

A shot of a Loacker fixture at the newly refurbished retail area at Kuala Lumpur International Airport.

“I’m very excited to introduce this new Chocolaterie collection to buyers in the Asia Pacific region,” commented Loacker Head of Travel Retail and Duty Free Juan Miguel Cabrera. “I’m confident this range will allow us to grow and develop the under-leveraged wafer category in GTR.

“Chocolaterie is such a versatile collection, marrying a moment of pure goodness with a light and balanced snack, aligning with our brand’s philosophy – and our commitment to celebrating our first centenary by laying the foundations for another 100 years of good and natural choices.”

Loacker’s story began in 1925 when Alfons Loacker purchased the pastry shop where he once apprenticed and introduced the original ‘Bolzano wafer’.

A century later, Loacker has grown into a brand with a presence in more than 100 countries and is today among the leaders in the premium wafer and chocolate confectionery sector.

To mark the centenary, Loacker has unveiled a new brand platform, ‘Goodness is a rebel’s choice’, featuring the 100-year slogan in a communication campaign reflecting its brand pillars of rebelling against taking shortcuts while promoting the benefits of its ingredients and certified supply chain.

Special edition packaging has been created for Loacker’s popular products, reflecting a centenary competition in collaboration with Lonely Planet.

Cabrera added: “This year we have significantly extended our global reach through a new partnership with Avolta covering Latin America, meaning our delicious wafer portfolio is now available in key airport locations across the region, including São Paulo, Buenos Aires, Santiago and Rio de Janeiro, bringing a taste of the Alps to travellers throughout this territory.”

“This exciting development coincides with the recent refurbishment of our retail spaces in Kuala Lumpur International Airport Terminal 1, which showcases our latest innovative merchandising and POS materials. Finally in April, we partnered with China Duty Free Group to celebrate our 100^th anniversary in Hainan with a series of high-profile activations and promotions – all of which underlines our commitment to further expanding our footprint in Asia Pacific, and leveraging the potential this region represents.”

Loacker can be found exhibiting at Basement 2, G18 at the TFWA Asia Pacific Exhibition & Conference.

READ MORE: Loacker previews new products and activations to mark centenary