Irish company Global Travel Retail Sales has said its new confectionery brand, Guimaras chocolates, will carry wide appeal in key travel retail markets frequented by Filipinos. Launched initially as an exclusive to Duty Free Philippines (DFP), as part of the tribute to the travel retailer’s 25th anniversary, the line will be offered to other travel retailers in the months ahead.
Guimaras was introduced during DFP’s anniversary in Manila last month, and launched subsequently to the wider travel retail trade at TFWA Asia Pacific in Singapore this month.
 |
Click here to read Duty Free Philippines 25 Years – Aquino to Aquino, published by The Moodie Report
|
Guimaras chocolate truffles are named after an island province of the Philippines, and come in sweet mango and chilli mango flavours. The item is targeted at the millions of Overseas Filipino Workers (OFWs), both on departure from the Philippines and on their return as a Pasalubong (the Filipino tradition of a homecoming gift) item.
GTR Sales Director David Spillane told The Moodie Report: “I was approached initially at Cannes last September by Duty Free Philippines Chief Operating Officer Lorenzo ‘Enchong’ Formoso, whose dream it was to offer Overseas Filipino Workers a credible, high quality product that told the story of their country.
“This is targeted as a gift item that OFWs can take to their non-Filipino friends; it’s an ambassadorial product, a ‘gift with pride’ from their homeland.”
There are many flavours that capture the essence of the Philippines, he added, but the company, with which DFP collaborated closely on the product’s development, settled on mango for the initial roll-out.
Spillane said: “The coconut, the pili nut and the mango are among the many flavours that are synonymous with the Philippines. But we decided that the mango would be the most popular and carried mass appeal. The plan is to later roll out more skus with different tastes under this umbrella brand, with the slogan ‘It’s more fun in the Philippines’ a core message.”
That message is endorsed by the Department of Tourism in the Philippines, which will use the brand in its own promotions and to offer gifts through its embassies abroad.
The box is priced through DFP at US$11 and is available in individual boxes or as a 6-for-5 pack.
“Guimaras has been launched for the 25th anniversary of Duty Free Philippines,” said Spillane, “but we and they are committed to its long-term success. It fills a gap in the market. It has started life in the Philippines but it will carry appeal in markets where many Filipinos travel, such as the Gulf, and will be instantly recognisable to them.”
