Nestlé International Travel Retail (NITR) is advancing its A.C.T. (Attract, Convert, Thrive) category framework with a series of brand campaigns and innovations to accelerate confectionery growth in global travel retail.
NITR is bringing the A.C.T framework to life through experiential activations, personalisation, gifting and travel retail-exclusive (TREX) propositions. KitKat Formula 1, KitKat Japan and After Eight are among the key platforms driving its 2026 agenda.
NITR is continuing to expand the KitKat and Formula 1 partnership in travel retail following a series of airport activations over recent months.
The programme combines retail theatre and exclusive products with interactive elements, including racing simulators, reaction challenges and personalised collectable car tins.
The company is getting ready to unveil the next chapter of its Formula 1 partnership with the introduction of a new collectable concept.
KitKat Japan is another key pillar of NITR’s growth strategy. Recent activations have incorporated Gachapon rewards, culturally relevant visual merchandising and Japanese product discovery.
NITR is launching a new KitKat Japan mystery flavour, which will address demand for limited-edition, exclusive and culturally distinctive confectionery.
As reported, NITR is extending After Eight beyond its signature mint flavour with the introduction of Caramel, Orange and Raspberry variants from this month.
The new flavours, which will sit alongside the classic Mint recipe, will feature refreshed packaging, clearer flavour navigation and TREX messaging.
NITR described the expansion as the brand’s biggest innovation to date.
NITR is also progressing its Nestlé Cocoa Plan and Nestlé Income Accelerator Programme. Around 45,000 cocoa-farming families are now participating in the programmes, which combine financial incentives with support spanning farming practices, agroforestry, education and income diversification.
NITR will present its latest innovations and A.C.T. strategy at TFWA World Exhibition & Conference in Cannes, where it will exhibit at Beach Village 1, Beach 15.
NITR General Manager Frédéric Porchet said, “The TFWA World Exhibition is a key moment for us to show how Nestlé International Travel Retail is helping shape the future of confectionery in the channel.
“Our A.C.T. strategy remains focused on creating experiences that attract shoppers, convert engagement into purchase and help the whole category thrive.
“Through platforms such as KitKat and Formula 1, KitKat Japan and After Eight, we are bringing together powerful brands, exclusive products and engaging retail activations that give travellers more reasons to discover and purchase confectionery.
“Cannes 2026 will be an exciting opportunity to share how we are continuing to build momentum with our retail partners and create memorable experiences for shoppers around the world.” ✈
*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. EPISODE 6In this edition, our resident TREX Master Martin Moodie, chats with Rolls Wong, Retail Manager at Duty Zero by cdf, the spirits and wine duty-free retailer at Hong Kong International Airport. The subject of their discussion? An extraordinary single malt whisky from Highland Park in Orkney, Scotland, available only at Duty Zero by cdf. Just 575 bottles have been released. All only available through Duty Zero by cdf. Brands or retailers wishing to participate in the TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com |
