Nestlé International Travel Retail (NITR) made a departure from its traditional press conference format in Cannes last week when presenting a range of new launches for it core strategic brands KitKat, Cailler and Smarties.

 

The new launches genuinely appear to have incorporated some innovative design and taste elements, as the company attempts to shake up the travel retail environment with a strong focus on personalisation.

 

The new products and promotional activities planned for 2017 include limited editions and personalised customer experiences, as NITR says it aims to ‘drive engagement and resonate with travellers’; especially key growing consumer segments such as Millennials and emerging middle-classes.

 

Alan Brennan, Nestlé International Travel Retail (NITR)’s Global Head of Sales, told the press in Cannes that 43% of the global population will be from emerging middle class by 2020; a fact that the company is not ignoring.

 

 

KITKAT CHOCOLATORY – TRIALLED IN BRAND’S STRONGEST MARKET

In 2017, KitKat will pilot a new activation for travel retail. TRBusiness understands that Nestlé is already trialling its ‘KitKat Chocolatory’ concept at two hub airports, currently.

 

The concept, which was launched on the high street, ‘to great success’ first in Japan and then Australia, has been adapted to appeal specifically to the travel retail channel. Interestingly the brand, which is known as ‘kitto katsu’ [meaning ‘surely win’ in Japanese], is the No 1 chocolate brand in the country.

 

The activation involves offering customers the chance to choose a KitKat product in their preferred flavour before selecting their own bespoke gift box design, which comes with a personal message composed by the customer.

 

 

Using a digital interface, travellers will choose from a selection of patterns and messages and create, in less than 90 seconds, their own personalised KitKat box.

 

LIVE YOUR BREAK

NITR will also be rolling out a new promotional campaign called Live Your Break, which will be accompanied by the launch of the second edition of the ‘Celebrate the Breakers’ TR-exclusive sharing bag.

 

These packs target four different profiles of Millennial traveller: the Urban Breaker; the Festival, the Adventure Breaker and the Wellness Breaker.

 

 

The brand’s 2017 novelties are rounded out by KitKat Mini Moments, which will be available globally from December 2016. The snack-sized Kit Kats include caramel, mocha, cookies & cream, hazelnut and the original milk chocolate flavours.

 

NITR’s focus for relatively new premium chocolate brand, Cailler, is on communicating its distinctive heritage, authenticity, quality ingredients and local savoir-faire to the travel retail channel.

 

It will introduce, across a selection of locations, two new limited editions supported by the brand’s Virtual Reality activation.

 

CAILLER’S WINTER SELECTION

The Winter Selection limited edition, launching from November 2016, includes an assortment of five new chocolate bonbons with ‘festive flavours’ such as gingerbread, honey, or dark orange.

 

 

These boxes will be accompanied by displays echoing the brand’s paper-cut design, which aims to resonate with the Chinese travellers, who have a similar craft tradition.

 

Unsurprisingly, in January 2017, during the key Chinese gifting period, NITR will promote Cailler’s story via a Chinese New Year limited edition.

 

SMARTIES TOPPERS

Finally, Nestlé presented some clever new products from Smarties which offer not just chocolate, but fun children’s toys and activities.

 

The Smarties Toppers, for example offer a large tube of the popular chocolate which comes with a reversible finger puppet, crayons and a rocket or princess dispenser.

 

 

Travellers will be able to choose from a colourful Smarties Telescope or creative Smarties Art Tube including crayons, coloured paper and stencils. Finally the brand is introducing a new colourful moneybox tin and a giant pocket dispenser.

 

Stewart Dryburgh, General Manager, Nestlé International Travel Retail (left) comments: ‘Nestlé is celebrating its 150th anniversary this year and innovation has been a key part of our DNA throughout.

 

“At NITR we are focusing our efforts on delivering integrated, branded propositions combining quality ingredients, engaging packaging and unique, brand relevant experiences to meet a targeted set of consumers’ needs and expectations.

 

“We see specific growth opportunities especially in the premium and family gifting categories. We are confident that our new launches will drive full value and create category growth in these critical segments.”