The Hershey Company has revamped its travel retail-exclusive (TREX) portfolio, introducing new products, packaging and a refreshed brand architecture designed to strengthen its appeal among Millennial and Gen Z travellers.
Hershey’s Kisses and Nuggets will spearhead the new-look offer, launching at key Asian airport locations including Singapore Changi, Kuala Lumpur and Bangkok Suvarnabhumi from September. Reese’s will follow with a global roll-out from January 2027.
The confectionery house said the overhaul will create a more distinctive proposition for the channel, drive shopper conversion and expand its presence in the gifting and premium segments.
It also responds to growing demand among younger travellers for limited-edition and differentiated products.
New additions to the TREX portfolio include Kisses Classic Selection 500g, Kisses Filled Selection 500g, Nuggets with Almonds 250g and Reese’s Miniature Milk and White 500g.
The transformation also encompasses the rebranding of existing TREX products and a new portfolio architecture.
Packaging has been updated with contemporary, travel-inspired motifs and storytelling intended to strengthen the connection between the brands and the travel journey.
Strategic 250g and 500g formats are being introduced to create greater consistency across the range and better address key travel retail shopping missions.
The wider reimagined portfolio will be introduced progressively throughout 2027 and 2028, supported by an expanded flavour line-up and additional gifting formats.
Take the Taste With You
The Hershey Company is supporting the portfolio transformation with a new global activation platform called ‘Take the Taste With You’.
Launching throughout 2027, the rebranded concept will feature experiential retail, digital engagement and personalisation. It aims to create a consistent identity for Hershey across airport touchpoints worldwide.
The Hershey Company Director Marketing, India, APAC, EMEA & World Travel Retail Swarnim Bharadwaj said: “Building on the successful roll-out of the ‘Take the Taste With You’ platform, the reimagined TREX portfolio marks The Hershey Company’s evolution from a branding platform into a fully integrated portfolio strategy spanning packaging, product innovation, shopper experience and activation.
“We are confident the portfolio transformation will support long-term growth by strengthening our position in channel-exclusive products and improving shelf-impact. The strategic product formats, supported by immersive airport activations, will allow us to connect more deeply with global travellers as we seek to create a connected shopper experience across airports worldwide.”
The Hershey Company will present further details of the strategy and activation platform to industry partners at the TFWA World Exhibition & Conference in Cannes. ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, spirits & wine distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka. This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. Brands or retailers wishing to participate in the TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com |
