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The new agreement appears to be recognition of market-leading Valora’s highly-successful efforts in growing its business, which includes Ferrero, Wrigley, Cadbury, Van Melle, Van Slooten, Swiss Delice, Fisherman’s Friend, Katjes, Ritter, Ricola and others. Photos by Salina Christmas |
SCANDINAVIA. In a major development for the important Scandinavian travel retail confectionery channel, Cloetta Fazer is to widen its partnership with Danish company Valora Trade Travel Retail A/S.
The agreement, effective May 2006, is designed to strengthen Cloetta Fazer’s position in the Scandinavian travel trade market (ferries and airports).
The collaboration extends a long time relationship between the two companies. It means that Valora Trade Travel Retail – which specialises in confectionery sales to the travel market – will handle Cloetta Fazer’s sales to customers such as Color Line, Stena Line and Scandlines ferry operators.
Valora – then A&E Petersen – had the global rights for Cloetta Fazer from 1988 until May 2004. At that point Cloetta Fazer began handling the key Nordic accounts itself. The new agreement appears to be recognition of market-leading Valora’s highly-successful efforts in growing its business (which includes Ferrero, Wrigley, Cadbury, Van Melle, Van Slooten, Swiss Delice, Fisherman’s Friend, Katjes, Ritter, Ricola and others) in recent times against a difficult backdrop for the category.
Sales on ferries and at airports are a key source of revenue for the Nordic confectionery industry. However, this market has been significantly transformed in recent years following the abolition of intra-EU duty-free sales in 1999 and EU accession by the Baltic countries in 2004.
Commenting on the evolution of the channel Jesper Ã…berg, Managing Director of Cloetta Fazer’s sales and marketing company in Finland and responsible for the Group’s travel trade sales, said: “However, this has not had an inhibiting effect on travel. On the contrary, both leisure and business travel are on the rise. For many travellers, confectionery is the ideal gift to bring home from a trip.”
The travel trade is an important channel for Cloetta Fazer and the company said it intends to strengthen its position in what it described as a “fiercely competitive” Nordic market.
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Division Director of Valora Trade Travel Retail Dan Kongsted, “We are proud of the confidence Cloetta Fazer has placed in us and look forward to advancing our position as a reliable and committed partner to the Nordic travel trade.” |
Ã…berg said: “Today we have a solid position in ferry and airport sales in Sweden, Finland and the Baltics, and in the future will also take direct responsibility for collaboration with customers in these regions. On the other hand, we see considerable development potential in the Norwegian, Danish and northern German travel markets and are convinced that the partnership with Valora Trade Travel Retail will strengthen our presence there.
“As a part of Valora’s strong brand portfolio, Cloetta Fazer can achieve better distribution, shelf placement and campaign impact in the southern Nordic market.”
A delighted Dan Kongsted, Division Director of Valora Trade Travel Retail, commented: “We are proud of the confidence Cloetta Fazer has placed in us and look forward to advancing our position as a reliable and committed partner to the Nordic travel trade.”
About Cloetta Fazer: The Cloetta Fazer Group is the Nordic region’s leading confectionery company, with a market share of around 22%. The company has production facilities in Sweden and Finland. Cloetta Fazer’s strength lies in its many popular brands, such as Fazer Blue, Kexchoklad, Dumle, Geisha, Polly and Center. Annual sales in 2004 amounted to about SEK3 billion. Also see www.cloettafazer.se
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