Destinations by Silver Crane has been developed specifically for travel retail.

The Silver Crane Company is moving beyond the novelty tins for which it is best known with the launch of a new premium destination gifting concept at TFWA World Exhibition & Conference.

Destinations by Silver Crane has been developed specifically for travel retail, giving retailers the option to select a ready-made collection or work with the company to create a bespoke range inspired by an individual airport, city or country. The concept pairs premium confectionery with destination-inspired artwork, contemporary colour palettes and gold metallic detailing, drawing on almost 50 years of Silver Crane’s experience in designing confectionery gifts.

Flexibility sits at the heart of the offer. Artwork and branding can be adapted alongside the confectionery selection and product format, allowing retailers to create location-specific ranges that offer travellers something they cannot find elsewhere.

Launching initially across cookies, chocolate truffles, travel sweets and mints, Destinations by Silver Crane also stretches across multiple price points. The coordinated approach is intended to give retailers a cohesive merchandising story while encouraging gifting, collecting and impulse purchases.

Dave Syms, Travel Retail Manager at The Silver Crane Company, said: “Destinations by Silver Crane is a different direction for us and, in many ways, a bold step to take at TFWA Cannes. We’re known for our creative novelty tins, but we wanted to challenge ourselves to create something that felt more premium, more contemporary and more relevant to the way people shop for destination gifts today. What makes this concept special is the flexibility behind it. We can work with retailers to create completely bespoke collections that are unique to their location, from the artwork and branding through to the confectionery itself. It’s about helping our partners create a destination gift that travellers can’t buy anywhere else.”

Silver Crane will introduce the concept to travel retail partners at Stand G3 in the Blue Village during TFWA World Exhibition.