Mondelez World Travel Retail (WTR) is supporting its push for a higher profile for biscuits in travel retail by unveiling a travel retail-exclusive Cadbury Biscuits Collection at the upcoming TFWA World Exhibition in Cannes (Riviera Village, RG5).
Mondelez claims that the biscuit category is growing four times faster than chocolate. The travel retail-exclusive range comprises three Cadbury pouches, to be introduced to the channel in April 2019: Nibbly Fingers, Break Bar, and Roundie.
Nibbly Fingers (320g) contains eight bags of mini-biscuits, dipped in Cadbury Dairy Milk chocolate. The Break Bar pouch (364g) houses 14 hazelnut flavour biscuit bars, available in two flavours: plain biscuit and chocolate biscuit. Both feature hazelnut flavour, with one side coated in milk chocolate. Finally, the Roundie pouch (360g) includes 12 wafer rounds covered in milk chocolate.
“We know that a distinctive biscuit category – positioned next to chocolates – fuels growth through incremental sales.” – Mondelez WTR Category Marketing Manager Irina Tarabanko
Mondelez WTR has developed a multi-brand umbrella concept, Biscuit Bakery, to signpost the biscuit category in-store. It helps to promote combinations of its biscuit brands, Oreo, Milka and now, Cadbury, in point-of-sale communications, permanent merchandising or sampling stations.
Recent activations for Biscuit Bakery include shoppers being enticed to a ‘bakery environment’ to play an interactive game, ‘Which biscuit are you?’. Using the digital engagement tools provided, they can then post their ‘biscuit personality’ on social media and sample their chosen biscuit in-store.
Early locations of the campaign include Madrid Barajas Airport and Allée Centrale in Paris hosting “biscuit fun zones”, in partnership with Dufry and Lagardère Travel Retail respectively.
Mondelez WTR Category Marketing Manager Irina Tarabanko said: “Since unveiling our road map for the biscuit category to partners last year, we have seen a strong double-digit sales increase for our biscuit products. Through our virtual store trials, we know that a distinctive biscuit category – positioned next to chocolates – fuels growth through incremental sales and fully supports our objectives.”
