Swiss herbal confectionery specialist Ricola has outlined plans to advance its expansion across Asia Pacific travel retail, citing strong untapped potential, growing brand momentum and upcoming infrastructure developments across the region.
Describing Asia travel retail as a substantial “white space” for growth, Ricola noted that its existing presence is only “scratching the surface” of the opportunity.
This optimism reflects strong performances across domestic Asian markets, where rising consumer demand supports future expansion among international travellers.
Ricola is leveraging its authentic Swiss heritage and use of natural Swiss herbs to connect with consumers across the region.
The brand’s positioning complements Asia’s deeply rooted herbal and wellness traditions, strengthening the brand’s growing relevance in the confectionery and wellbeing segment.
To drive greater visibility and consumer connection, Ricola selected South Korean singer-songwriter and actress IU as its brand ambassador.
The collaboration has strengthened consumer connection and awareness across major markets, extending into travel retail where brand recognition and affinity are key purchase drivers.
Ricola Senior Account Manager DF/TR Europe Ann Nee Lim said, “Asia represents a highly strategic growth market for Ricola, particularly within travel retail, where we see significant untapped potential.
“Our strong performance in domestic markets, combined with the deep resonance of our Swiss herbal heritage, gives us a powerful platform to further engage travelling consumers.
“By investing in regional infrastructure and developing more localised, relevant offers, we are well-positioned to accelerate our presence and build meaningful partnerships across the channel.”
Outlining its next phase of growth, Ricola plans to strengthen its regional operational capabilities through the establishment of a co-packing and distribution hub in Malaysia within the next six to nine months.
The investment aims to deliver improved speed to market and increased supply chain flexibility for travel retail partners.
The investment will also help Ricola localise its travel retail offering more effectively. Existing exclusives can be adapted for regional production, while new limited editions can be developed around key Asian cultural moments, such as Chinese New Year. ✈
