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The package redesign also incorporates a modern Mirabell logo, double gold frame, appetising product illustration, improved typography and high quality print technique | |
SWITZERLAND. Kraft Foods World Travel Retail Division has redesigned the packaging of its Mirabell brand and extended the range.
The chocolate brand is positioned as a premium souvenir gift from Austria, the birthplace of Wolfgang Amadeus Mozart, whose portrait appears in a revised form on the new-look packaging.
The package redesign also incorporates a modern Mirabell logo, double gold frame, appetising product illustration, improved typography and high-quality print technique.
The round, dark chocolates, known as Mozartkugeln, contain light and dark nougat cream and marzipan.
The first new spherical display units for the brand have been unveiled at Vienna and Salzburg Airports in Austria. Sales have jumped by more than +40%, according to Kraft.
The company has also unveiled a new Mirabell Flower 85g reference, which contains five Mozartkugeln and is packed into its own counter display unit, designed to be placed at the check-out for an impulse purchase gift.
In addition to its popularity as a souvenir gift in Europe, the Mirabell range sells well in the Nordic region and in Asia Pacific.
For details, contact Kraft Foods World Travel Retail Division, Bellerivestrasse 203, CH-8008 Zürich, Switzerland. Tel: +41 1 387 8300.
MORE STORIES ON KRAFT FOODS WORLD TRAVEL RETAIL DIVISION
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Kraft focuses travel retail on powerful pair – 04/10/04
Kraft grows share in confectionery category as first TRIQ results are unveiled – 26/07/04
