Left: The new Werther’s Original Salted Caramel  popcorn is available in travel retail in a resealable 140g pouch. Right: In travel retail, Merci’s premium packaging includes gold lettering and destination-based icons.

German confectionery company Storck will highlight its travel retail offering at the TFWA Asia Pacific Exhibition in Singapore next month (11-15 May 2025), with a focus on key brands and exclusive lines.

The Storck Travel Retail team will be on the stand (FNA stand, G23 Basement 2) to share the details of the company’s upcoming activations across Asia, including a Werther’s Original promotion in collaboration with Eraman in Kuala Lumpur International Airport.

The activation, running from 1 May through to 30 June in Contact Pier Zone G, will highlight “mindful munching on the go” spotlighting Werther’s Original Popcorn and Blissful Bites.

It has been designed to build on the brand’s rich heritage while targeting younger consumers including  Gen Zs.

“The Asia Pacific region is a key market for Storck, where steady growth has underlined the strong partnership we enjoy with our distributor Focus Network Agencies (FNA),” said Storck Travel Retail Managing Director Andy Mutton.

“The confectionery category is facing unprecedented challenges, especially those related to the impact of increasing cocoa costs, and we are fortunate to offer a portfolio of brands with both chocolate and sugar elements to be able to weather the storm. Strong brand recognition plays a key role in Storck Travel Retail’s strategy in the sector.

“Our popular chocolate brands of Merci, Toffifee and Werther’s Original continue to perform strongly with their gifting and sharing offerings. Knoppers wafers are perfect for travelling consumers as a light on the go snack.”

Furthermore, Storck’s popular Knoppers brand is set to feature in Thailand’s Suvarnabhumi Airport with King Power Duty Free from 1-31 May, while Merci will claim the spotlight at Singapore Changi Airport from 1-30 June, with promotional offers to help drive conversion.

Left: Storck Travel Retail’s flagship Werther’s Original brand is a classic caramel which dates to 1909. Right: Riesen is a dark chocolate toffee with a Gavoa Cocoa blend.

“TFWA Asia Pacific offers the perfect platform to nurture relationships, share our brands and find new ways of reaching our shoppers in collaboration with our partners,” added Mutton.

“Our focus on core brands, availability and visibility ensures that travel retailers have the products that match and meet the needs of today’s travelling consumers.

“In travel retail our strategy is to offer the right portfolio, at the right location and at the right price. Our brands cover all the gifting, sharing, self-consumption and snacking moments in the chocolate and sugar confectionery category.

“We aim to ensure product accessibility and visibility, and customer engagement through products which are exclusive to travel retail, limited editions and personalisation options, along with a forward-thinking sustainability strategy.”

Among the novelties on display in Singapore will be the travel retail exclusive sharing pack of Werther’s Original Caramel Favourites.

Additionally, further to the introduction of the Werther’s Original Caramel Popcorn last year (pieces of popcorn covered in Werther’s caramel) comes the new salted caramel variety. This is available in travel retail in a resealable 140g pouch.

“This range drives innovation in the confectionery and snaking categories and taps into different consumer need states within travel retail,” said Mutton.

“Offering something apart from the traditional sugar or chocolate offer, it is ideal for sharing or as a self-treat.”

Knoppers Travel Edition. Knoppers combines a crispy baked wafer and chocolatey nutty spread with crunchy hazelnut pieces and a creamy milk filling.

Also on show will be the Knoppers Travel Edition, which includes 15 wafers packed in a travel friendly outer carton with an easy open perforation.

Limited edition TREX Merci packs are returning to the channel this year, with messages including ‘You’re Amazing, ‘Missed You, ‘With Love’ and ‘Great to See You’.

Plus, there are 200g and 400g TREX packs from Toffifee available in a head-turning bronze colour.

Finally, from Riesen is comes the TREX 605g pack, containing 66 pieces.

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