Yesterday morning, at the TFWA World Exhibition and Conference in Cannes, Nestlé International Travel Retail (NITR) announced a new wave of products and experiences for Kitkat, Smarties and Nestlé Swiss, highlighting its ‘continued commitment to leading innovation in the travel retail confectionery category throughout 2018’.

 

“NITR places great importance on understanding and connecting with various traveller demographics, with a key focus on millennial and emerging middle-class travellers,” says NITR.

 

“NITR’s extensive research into its key markets has been crucial in uncovering valuable insights on trends and consumer needs. “

 

NITR says its key findings that have helped shape its 2018 innovations include the following: a growing demand for, and drive towards, ‘pureness and authenticity’ (with increasing appreciation of sustainably sourced ingredients); ‘permissible indulgence’ (delivered through smaller portions, reduced sugar, or functional ingredients that support a healthier lifestyle) and engaging brand experiences (through personalisation to deliver digital shareability).

 

‘FOR YOU, FOR ME AND FOR US’

Spring 2018 will see NITR launch a new travel retail gifting proposition for KitKat which spans across the ‘for you’, ‘for me’ and ‘for us’ occasions, bringing the world famous four-finger to life in milk and dark chocolate 70% variants.

 

 

“The Iconic&British story will be brought to life through impactful and engaging POS materials featuring internationally recognised British icons like the double-decker,” adds NITR.

 

In addition, yesterday NITR presented a TR exclusive geared towards millennials, also launching globally in spring 2018, in its KitKat Senses sku.

 

The new five-finger wafer bars covered in milk chocolate come in three flavours – double chocolate, coconut, hazelnut – with each individual unit in re-closable packaging (pictured above).

 

LIVE YOUR BREAK 2.0

Building on the success of its ongoing global activation ‘Live your break’, launched in summer 2017, KitKat will roll out its global Live your break 2.0 campaign in 2018 across selected hub airports internationally.

 

The campaign is designed to target four different profiles of millennial traveller: the Urban Breaker for the city-exploring breakers, the Festival Breaker for the live music-loving breakers, the Adventure Breaker for those who like their break spiced by a burst of adrenaline, and the Wellness Breaker for those who like to disconnect and unwind their soul.

 

New from NITR’s Smarties brand, the Creatorbook is also launching globally in the spring of 2018.

 

REFILLABLE SMARTIES BOOK

This activity and colouring book comprises over 50 pages of activities, games, puzzles and comes with with a 130g Giant Tube of Smarties, along with eight colouring pencils and pages of stickers.

 

“Once the activity pad is finished the Creatorbook can be refilled with one of your own so the fun can start again, providing children the opportunity to play, create, colour, decorate, craft, design and sticker both in-flight and beyond,” insists NITR.

 

Finally, NITR told journalists at the press conference yesterday about the ‘rejuvenation’ of the premium travel retail exclusive Nestlé Swiss.

 

The brand revealed a ‘refreshed yet rich brand story’, new innovations and debuted a new visual identity across the full brand portfolio.

 

MODERN TWIST ON SWISS CHOCOLATE

“Inspired by the natural and rugged landscapes of Switzerland, the new visual identity of Nestlé Swiss is a modern twist on Swiss chocolate, contrasting raw and natural materials with considered Swiss design,” says NITR.

 

This year’s TR exclusive portfolio includes 300g tablets in plain dark chocolate, milk chocolate and white chocolate, milk chocolate with fruit & nuts, milk chocolate with hazelnuts and milk chocolate with almonds & honey.

 

Nestlé Swiss also revealed the brand’s modern new design in the form of ‘sleek, stylised mono-flavoured boxes’ (94-96g, available in three individual flavours milk chocolate, dark chocolate and milk chocolate with hazelnuts) featuring 10 delicious chunks in a highly attractive, re-closable box that is perfect to carry for moments of self-indulgence or to be shared with travel companions.

 

The chocolate chunks will also be at the heart of the new 360g Chunks Tower format, suitable for informal gifting and sharing occasions.

 

Stewart Dryburgh, Nestlé International Travel Retail General Manager commented: “Continuing our focus on insight-based innovation has created an outstanding range which will really drive category growth.

 

“Our added-value propositions across KitKat, Smarties and Nestlé Swiss deliver more than just enjoyable taste; they provide a unique factor, exclusivity, engaging experiences, digital presence and relatable storytelling to meet our targeted consumer expectations.”

A NEW S.O.U.L

During a press conference to present the new launches in Cannes, Nestlé ITR revealed its new strategy vision to develop travel retail.

Story, Occasion, Uniqueness, Local (S.O.U.L) will help to galvanise and shape product rollouts moving into 2018 and beyond.

“2018 is provided by SOUL – we are going to tell rich and engaging brand stories,” commented a NITR spokesperson.

Additional reporting by Luke Barras-Hill