Swedish confectionery and nut company Cloetta International will introduce new travel retail exclusive lines for its key brands at next week’s TFWA Asia Pacific Exhibition (Basement 2 A14).
Cloetta said it aims to offer travel retailers a “complete package” of sugar, chocolate and pastille products. Its brands include ‘hero’ The Jelly Bean Factory, Red Band, Läkerol, Lonka Caramels and own-brand Cloetta Chocolate.
The Jelly Bean Factory has been revamped with a new global recipe and brand strategy. Its extensive travel retail exclusive range focuses on a ‘36 Huge Flavours’ format. The ‘veggie-free’ confectionery, which features natural colours and flavours, and is gluten, gelatin, GMO and nut free, and Kosher certified, targets responsible snacking.
Channel exclusives from other Cloetta brands include a sharing bag of Red Band Original Swedish Fish, Original Sour Suckers and Tutti Frutti, pouch bags from Lonka Caramels and a sharing bag from KEX chocolate.
Cloetta will also reveal a new display unit, featuring 3D hologram elements, along with a bespoke travel retail The Jelly Bean Factory floor display, at the Singapore event.
The company adopted a revised international strategy last year with the aim to develop and strengthen its global presence. As reported, Berend-Jan van Egmond joined Cloetta as Senior Market Manager earlier this year. Van Egmond is spearheading the development of its travel retail business outside of the Nordic region, which is already handled by Cloetta Travel Retail Nordics.
“The last couple of years we have seen sugar confectionery becoming more established within travel retail. Together with our partners we want to seize the opportunities for up-trading,” van Egmond said.
Van Egmond emphasised Cloetta’s focus on the global market. “The company is looking ahead but, at the same time, underlining its background and Swedish heritage. I believe it can offer a complete category approach to help retailers grow the confectionery business in travel retail.”
