Ricola’s new 180g Gift Set brings together selections of popular sugar-free flavours in a format created for travellers.

Swiss herbal specialist Ricola will introduce a new global advertising campaign, refreshed travel retail identity and an expanding line-up of channel-exclusive formats at TFWA as it looks to build on double-digit growth with key retail partners in Europe.

Taking centre stage in Cannes will be ‘Who invented it?’, a new campaign that leans into Ricola’s Swiss identity and herbal expertise. It will sit alongside a first look at the brand’s refreshed travel retail identity, which is due to roll out across the full range from mid-2027 and is designed to give the portfolio greater consistency and visibility at the point of sale.

The evolution comes as Ricola looks to broaden its role in travel retail beyond its established impulse and self-consumption business. Its 75g tins remain the brand’s best-selling format in the channel, particularly at airport checkouts, but two new travel retail exclusives are opening the door to sharing and gifting occasions.

Launched in September, the Tower Sharing Pack and 180g Gift Set bring together selections of popular sugar-free Ricola flavours in formats created specifically for travelling consumers. The company sees potential for the products to take the brand into confectionery, gifting and souvenir areas, while offering retailers something differentiated from its domestic assortment.

Ann Nee Lim, Senior Key Account Manager Travel Retail at Ricola, said: “Travel Retail gives us a unique opportunity to introduce international travellers to Ricola and everything that makes our brand special – from our Swiss heritage and distinctive blend of Alpine herbs to the great taste and everyday wellbeing our products offer. Our new travel retail exclusives allow us to build on the strength of our core business while creating new reasons to discover, share and gift Ricola. Together with our new campaign and refreshed identity, they give us an exciting platform to strengthen our visibility in the channel and reach new consumers around the world.”

Europe remains Ricola’s strongest travel retail region, with Switzerland providing an important international showcase for the brand. Further ahead, the company sees opportunities across high-traffic international hubs and in Asia, where its expansion will be supported by the planned opening of a Malaysian hub in 2027.

Alongside new formats, Ricola is putting greater emphasis on sampling and experiences that give travellers a more tangible introduction to its Swiss roots. That approach was recently put into practice at Zurich Airport, where a live candy-making activation ran during August and September. Travellers could watch candies being made on site, sample products and learn more about Ricola’s Alpine herbal expertise – an example of the type of sensory engagement the company believes can help recruit consumers unfamiliar with the brand.

L-R: Ricola’s 75g tins remain the brand’s best-selling format in the channel; the Tower Sharing Pack was launched in September. 

Ricola sees further opportunities around consumer interest in sugar-free confectionery, natural ingredients, premiumisation, travel retail exclusives and sustainability as it develops its channel presence.

The pipeline is already extending into 2027, with a new souvenir format in development that will draw on Ricola’s Swiss heritage and gifting credentials. It will join the wider visual refresh planned for the portfolio from mid-year.

Ricola will showcase its latest travel retail developments at Mediterranean Village, N9 during TFWA World Exhibition 2026.

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