The Kinder Crispy debut took place in Terminal 1 at Jeddah’s new duty free store.

Ferrero Travel Market has partnered exclusively with Gebr. Heinemann to introduce Kinder Crispy to the global travel retail channel, marking the latest evolution of the Kinder brand within duty free. The new product is now available in selected Gebr. Heinemann-operated locations, supported by a high-profile launch activation at King Abdulaziz International Airport in Jeddah.

The debut took place in Terminal 1 at Jeddah’s new duty free store, operated by JAH Arabia, the joint venture between Gebr. Heinemann, Jordanian Duty Free Shops and Saudi partner Astra Group. Running from November through January, the activation was timed to capture peak holiday travel and gifting traffic, positioning Kinder Crispy as both an impulse treat and a shareable, on-the-go indulgence.

Kinder Crispy brings a new texture-led proposition to the Kinder portfolio, combining creamy milk filling and cocoa with hazelnut filling, layered with a crispy wafer, coated in milk chocolate and finished with biscuit crumbs. The launch reflects Ferrero’s longer-term strategy to refresh and premiumise its travel retail offer by introducing differentiated products designed specifically for the channel.

At the heart of the Jeddah activation was the interactive “Crispy-O-Meter”, an eye-catching installation created to translate the product’s crunch into a playful, sensory experience. Travellers were invited to sample Kinder Crispy and take a bite into a built-in microphone, with the sound of their crunch measured in real time on a digital LED scoreboard. The concept delivered strong stopping power, adding theatre and energy while encouraging trial in a high-traffic airport environment.

Alongside Kinder Crispy, the space also showcased Ferrero’s premium chocolate portfolio, with a particular focus on Ferrero Rocher as part of its seasonal gifting campaign. The “Celebrations Begin With A Golden Gift” initiative introduced a complimentary gift-wrapping service, delivered by brand ambassadors using reusable, fabric wrapping cloths. The service added a premium, experiential layer to the offer while reinforcing sustainability credentials during a key gifting period.

At the heart of the Jeddah activation was the interactive “Crispy-O-Meter”.

“The new Jeddah Duty Free store at King Abdulaziz International Airport (KAIA) T1, (managed by the JAH Arabia joint venture between Gebr. Heinemann, Jordanian Duty Free Shops and Saudi partner Astra Group) sets a new benchmark in the region.”

Salvagno concluded: “Strategic partnerships like this are key to driving incremental value, and align perfectly with our ambition to build premium, experience-led activations in high-traffic international hubs. Our Jeddah Ferrero Rocher activation embodies this approach, bringing the art of gifting to life through an elegant, premium gift wrapping service that delivered a meaningful and memorable experience for travellers.”

Kinder Crispy brings a new texture-led proposition to the Kinder portfolio.

Ruediger Stelkens, Director Purchasing Liquor, Tobacco & Confectionery, Gebr. Heinemann added: “Gebr. Heinemann partners with Ferrero on the exclusive launch of Kinder Crispy, reinforcing our joint ambition to set new standards in travel retail. This activation at Jeddah Airport is more than a product introduction – it’s a showcase of how innovation and premium experiences drive category growth. By combining Ferrero’s iconic brands with our expertise in creating high-impact retail moments, we deliver added value for our customers and elevate the confectionery segment globally.”

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