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“Beschle is a Swiss super-premium brand and in Zürich we have the right environment to list such products,” says The Nuance Group Category Buyer Food Lorenz Asch (on left) |
SWITZERLAND. Beschle Chocolatier Suisse, the ultra-premium Swiss chocolate brand, has been launched at The Nuance Group’s duty free stores at Zürich Airport.
The self-styled “haute couturier of chocolates”, which set its sights on the travel retail channel early this year, has since been making inroads worldwide.
Commenting on the listing of the brand, The Nuance Group Category Buyer Food Lorenz Asch said: “Beschle is a Swiss super-premium brand and in Zürich we have the right environment to list such products. We believe that the months before Christmas is also the right timing to launch this premium product and Beschle is supporting us with an ongoing hostess-promotion with tasting and GWP’s.”
Asch, who cited the quality and packaging of Beschle as the key reasons for taking on the Basel-based brand, added: “We want to show innovation in our shops. The premium segment is performing very well, especially in Switzerland and therefore we are delighted to launch Beschle in Zürich.”
Asch doesn’t think that Beschle’s premium pricing will deter potential customers. “In Zürich we have a lot of business passengers who are not as price sensitive and also our Asian customers are good customers for such premium products.
“Education to the customer is one of our key strategies in selling premium products. Beschle will also be organising a programme in order to train our staff and educate them about these products.”
Confectionery plays a key role in Nuance’s portfolio, said Asch, who revealed a “healthy” growth of +20% in the category over 2007. “We will always adjust our range to the customers’ needs and try to sell more premium products with a higher rsp.
“During the last year we have centralised our buying department in Switzerland for all Europe. One of the biggest challenges was to find the right balance between our regional range which is listed in all countries and the local sourced products. We also had to define the right mix of products between the subcategories (premium, informal, snacking, kids and destination).”
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