Ferrero Travel Market aims to build on biscuit business at TFWA show

By Trbusiness Editor |

Ferrero biscuit Cannes 2023 La Biscotteria

Ferrero aims to give more bite to the biscuit sector in 2024 and beyond.

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 biscuit La Biscotteria Cannes 2023

Ferrero Travel Market has ambitious plans for its La Biscotteria concept, unveiled in 2022.

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.”

READ MORE: Ferrero targets new business opportunities with biscuits and tablets

READ MORE: Ferrero targets Summit of the Americas with biscuit and tablet innovation

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