Swiss Herb confectionery company Ricola says it is in the process of redefining its travel retail portfolio of herb drops, based on research findings by the m1nd-set company derived from both Frankfurt and Hong Kong airports.

 

It says these findings – along with its proposed new product lines – will be unveiled at this May’s TFWA Asia Pacific Exhibition & Conference on stand H6, Basement 2, followed by a final showing of the completed product line up at the TFWA World Exhibition in Cannes this October.

 

The company says that the research examined the key drivers of candy sales, plus the perception of Ricola as a brand and the perceived benefits of its herb drop range.

 

SELF-REFRESHMENT MOTIVATION

“Interestingly, we found that at both airports the majority of candy purchases were for self with mouth refreshment and/or breath freshening a key driver,” says Andreas Reckart, the company’s Head of Travel Retail and Middle East.

 

“Common findings for both airports are the requirement for great taste and a self-treat of course, but also factors such as soothing a sore throat, relieving hoarseness, cough or cold, the need for a natural/healthy alternative and sugar free products.

 

“Most importantly, shoppers in both airports would be more likely to buy the brand if pocket size boxes or tins were offered with price not a consideration in the decision making purchase.

 

“In both airports, the brand scored highly as being of high quality, a trusted brand from Switzerland, with soothing and refreshing benefits.”

 

The company says it has subsequently invested in creating ‘the perfect portfolio for travel retail’, introducing four new SKUs, while removing those less relevant to market requirements.

 

It adds that it has also developed smaller, exclusive packaging for travel retail, while maintaining premium pricing and remaining competitive with domestic markets.

 

DEFINING THE RIGHT PRODUCT RANGE

“This is an extension of our message to retailers last year – we have now gone a step further in defining exactly the right product range,” said Reckart.

 

The company adds that it has now created four new travel retail exclusive SKUs which are now being phased in over the summer period, followed by further new line extensions over the next year under the strap line: The Herbal Travel Essential.

 

It adds that as pocket sized packaging, this is ‘perfect for impulse’ purchases and retailers will be pleased to learn that these products also offer ‘excellent retail margins’.

 

The check-out item for individual consumption comprises a 75g tin box in three different designs. These unwrapped packs contain 2.5g of sugar-free herb drops in three flavours: Original Herb, LemonMint and Cranberry.

 

‘…A CLEAR TRAVEL RETAIL VISION AND STRATEGY’

Meanwhile, the shelf item for individual consumption consists of a 125g bag, wrapped, containing 3.6g of sugar-free herb drops in a mixed doypack with three flavours, including Original Herb, LemonMint, and Eucalyptus.

 

“We now have a clear vision and strategy for travel retail,” said Reckart, who added that the company has high ambitions: “Our aim is to position Ricola as a truly global yet unique brand in the global travel retail business with distribution through the top ten retailers globally.

 

“We are looking at supporting the new range with strong branding, merchandising and promotion to secure personalised space in the top ten international airports.

 

“While Europe remains an important market for travel retail, our focus is on further developing our travel retail and domestic business outside our European stronghold.”