SAUDI ARABIA. Ferrero Travel Market and Gebr. Heinemann are celebrating the success of an exclusive campaign highlighting Kinder Crispy at King Abdulaziz International Airport in Jeddah.
The latest addition to the company’s Kinder portfolio, the product is now available at the retailer’s locations.
Kinder Crispy’s travel retail launch aligns with the company’s long-term strategy to grow the brand within the channel. Each bar features layers of creamy milk and cocoa-hazelnut filling, wrapped in a crispy wafer, coated in milk chocolate and finished with biscuit crumbs for added texture.
The high-profile activation in Terminal 1, running from November through January, is anchored by the Kinder ‘Crispy-O-Meter’, an interactive display designed to capture travellers’ attention with a bold visual of the product.
To boost engagement, passengers are invited to sample Kinder Crispy and test its crispiness using the digital Crispy-O-Meter. The interactive device measures the decibel level of their crunch in real-time with a built-in microphone, displaying results on an LED scoreboard.
‘Celebrations begin with a golden gift’
Aligned with the year-end gifting season, the campaign showcases premium Ferrero Rocher Power products, addressing shopper demand for gifting options.
Themed ‘Celebrations Begin with a Golden Gift’, the promotion offers a complimentary gift-wrapping service, guided by brand ambassadors using reusable fabric cloths. This enhances shopper engagement through premium presentation of the golden Rocher Praline during the festive season.
Gebr. Heinemann Director Purchasing Liquor, Tobacco & Confectionery Ruediger Stelkens commented, “Gebr. Heinemann partners with Ferrero on the exclusive launch of Kinder Crispy, reinforcing our joint ambition to set new standards in travel retail. This activation at Jeddah Airport is more than a product introduction — it’s a showcase of how innovation and premium experiences drive category growth.
“By combining Ferrero’s iconic brands with our expertise in creating high-impact retail moments, we deliver added value for our customers and elevate the confectionery segment globally.”
Ferrero Travel Market General Manager Sergio Salvagno said, “The exclusive launch of Kinder Crispy with Gebr. Heinemann reflects our shared ambition to lead innovation in the food & confectionery category.
“Through disruptive activations and a strong seasonal offer, we elevated shopper engagement while unlocking growth across multiple segments.
“The new Jeddah Duty Free store at King Abdulaziz International Airport T1, (managed by the JAH Arabia joint venture between Gebr. Heinemann, Jordanian Duty Free Shops and Saudi partner Astra Group) sets a new benchmark in the region.”
Salvagno added: “Strategic partnerships like this are key to driving incremental value, and align perfectly with our ambition to build premium, experience-led activations in high-traffic international hubs.
“Our Jeddah Ferrero Rocher activation embodies this approach, bringing the art of gifting to life through an elegant, premium gift wrapping service that delivered a meaningful and memorable experience for travellers.” ✈
