L-R: Ann Nee Lim, Ricola’s Senior Account Manager DF/TR Europe on stand at TFWA; Ricola has collaborated with Korean singer IU.

Ricola is stepping up its focus on Asia Pacific travel retail, with plans to open a regional hub in Kuala Lumpur, Malaysia, as it looks scale up its regional operations and capture further growth opportunities across the region.

Speaking to TRBusiness at the TFWA Asia Pacific Exhibition & Conference, Ann Nee Lim, Ricola’s Senior Account Manager DF/TR Europe, said Asia Pacific has become a clear priority for the Swiss herbal confectionery specialist as it looks to build a stronger platform for growth “I am very excited to announce that as part of our APAC strategy we will be opening a regional hub in Kuala Lumpur, Malaysia in the next six to nine months,” said Lim. “We have decided this off the back of witnessing a lot of movement in the region, as well as updated infrastructure. There is lots of untapped opportunity for Ricola, and as such APAC is a key focus for us to expand our business.”

The planned hub will give Ricola a stronger regional base from which to serve Asian travel retail partners, while also supporting greater flexibility around product development and localisation. “This core packaging facility in Asia will help us serve our Asian customers more effectively, as we have a quicker route to market,” said Lim. “It will also give us more flexibility in creating and developing custom-made sets for travel retail, for example Chinese New Year and Ramadan.”

Ricola believes there is still considerable headroom for growth in Asia Pacific travel retail, particularly given the brand’s performance and consumer recognition in several domestic Asian markets. The company said its Swiss heritage and natural herbal credentials are resonating strongly with regional consumers, helped by a wider interest in wellness and herbal traditions across Asia. “Ricola benefits from high consumer appreciation in Asia, which is also driven by its Swiss heritage and herbal qualities, as well as our collaboration with the Korean singer IU,” said Lim. “We are seeing that this is boosting both the domestic market and travel retail.”

The collaboration with South Korean artist IU has also helped strengthen brand awareness and emotional engagement in key Asian markets, giving Ricola a stronger point of connection with travelling shoppers and supporting conversion in airport retail settings.

Ricola announced a new hub in Malaysia at this year’s TFWA.

At the show, Ricola also previewed new global travel retail exclusive products due to launch in July, including an assorted tower set featuring 10 x 27.5g products. The sharing pack is designed to support gifting, sharing and impulse purchasing, while strengthening the brand’s travel retail-specific offer. Together with the Kuala Lumpur hub, Ricola’s latest product developments are expected to give the company more scope to adapt formats and seasonal concepts for Asian shoppers.

With Asia Pacific now a central part of its expansion strategy, Ricola is aiming to build a more regionally attuned travel retail operation, underpinned by improved supply capabilities, rising brand visibility and a sharper understanding of local shopper preferences.

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