Growing the biscuit category will continue to be a key focus for Ferrero Travel Market at this year’s TFWA World Exhibition in Cannes (Bay 11, Bay Village).

Last year at the show, Ferrero unveiled its new La Biscotteria concept, as a way to drive sales in the sector. Since then its Kinder and Nutella brands have outperformed expectations by double-digits across travel retail.

The concept has also established Kinder as the brand of choice for creating what the company described as “joyful family moments”, tapping into the current shopper demand for sharing products, as well as items and experiences which create happy memories.

Since its inception, La Biscotteria has been distributed globally, with its eye-catching activations permanently implemented in top airports worldwide.

The concept is supported by an engaging digital campaign in key locations. The Next Destination contest gives shoppers the opportunity to upload pictures of themselves with La Biscotteria products at the airport, for the chance to win a travel voucher worth €2,500 (US$2,650).

The campaign has reached more than 10 million passengers since its launch in April, and has received more than 4.2 million impressions. To give TFWA members a taste of the fun, the contest will be available at Nice International Airport during October, with one €1,500 (US$1,590) travel voucher up for grabs.

Ferrero Travel Market General Manager Sergio Salvagno noted: “We are delighted with the response to La Biscotteria and this concept is just getting started. We are focused on continuing to create and inject new products and activations, as part of our dedication to developing the biscuit category in travel retail.

“We look forward to meeting all our partners in Cannes where we will unveil plenty of surprises, including new biscuits joining La Biscotteria. See you there.”

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