Nestl? ITR is reintroducing the 2008 version of its limited edition Quality Street Ramadan 920g gift packs in the third quarter of this year exclusively for travel retail customers in the Middle East region.

The company says that the Quality Street Ramadan gift pack is designed to offer Middle Eastern travellers a unique product format of a favourite brand. The exclusive travel retail pack is designed to offer a point of difference over domestic markets, whilst meeting gifting requirements during the holy month of Ramadan and subsequent Eid period.

In a statement, the company said: ‘Special in-store merchandising and display promotes the exclusive tin, engaging the shopper and stimulating purchasing behaviour. The success level of shopper conversion was demonstrated last year with customers reporting strong month on month double-digit incremental volume sales growth during the short listing period of the Quality Street Ramadan gift pack.’

As with the 2008 pack, this year?s sleeve design features a gold Arabic theme depicting elements such as the moon and stars, which are very symbolic during Ramadan, against a stylised Arabic background.

The company concluded: ‘The Quality Street limited edition Ramadan 920g gift pack will be offered on a pre-allocation basis with dispatch to customers by the end of May for on shelf listing from August – enabling retailers to feature the gift pack strongly in the run up to Ramadan.’