Lindt & Sprüngli Travel Retail and Gebr Heinemann have teamed up to launch the Lindt Dark Caramel Sea Salt Edition.
The launch marks Lindt’s first exclusive product launch with the retailer. Lindt Dark Caramel Sea Salt will be available exclusively through Gebr Heinemann for one year.
Lindt & Sprüngli Travel Retail underlined its mission to make travel retail “a more magical place” and said it was partnering with key stakeholders to increase footfall in the confectionery category.
The company said the new edition is a travel retail exclusive which offers “true differentiation from the High Street”.
Lindt Dark Caramel Sea Salt will be available in two formats: an assorted 396g Lindor Tube Selection and 500g Lindt Assorted Napolitains. Both feature emerald gift packs to target holiday shopping and reflect the maritime history of Heinemann’s hometown of Hamburg.
According to Lindt & Sprüngli Travel Retail, caramel and sea salt has proven to be an “unusual yet commercially successful” flavour combination, which is enjoyed worldwide and resonates strongly with millennial travellers. The company also noted the growing popularity of dark chocolate, particularly among Asian consumers.
The range will be supported by merchandising and placements at Heinemann stores around the world, with a focus on Sydney, Hong Kong and Heinemann’s top 20 airports in Europe, which include Frankfurt, Vienna and Amsterdam.
It will also be available through selected Heinemann distribution customers including those in Munich, Johannesburg and Kiev.
Maritime-themed PoS material for head gondolas and impulse podiums will be integrated into Heinemann’s promotions and the product launch is backed by a six-month digital communication campaign. Lindt Dark Caramel Sea Salt Edition will also feature on a pop-up at Hong Kong International Airport.
Lindt & Sprüngli Global Duty Free Division Head Peter Zehnder noted the increasing number of passengers looking for premium and travel exclusive gifts.
“The launch of Lindt Dark Caramel Sea Salt Edition and our strong partnership with Heinemann will reinforce our commitment to creating new and immersive experiences for travellers, to drive greater customer engagement and growth in the confectionery category,” he said.
Gebr Heinemann Director Purchasing Liquor, Tobacco, Confectionery and Fine Food Rüdiger Stelkens commented: “Gebr Heinemann is always aiming to offer our customers an exciting product portfolio that brings additional value and which attracts all chocolate loving passengers. This is why we are focusing more and more on the possibilities of introducing Gebr Heinemann-exclusive products and new exclusive flavours of strong brands.
“We are very much looking forward to implementing this listing opportunity, giving our customers the chance to experience this flavour and to further grow the complete category of confectionery.”
