Dubai-based CHOCODATE – a key brand in the family-owned Notions Global group – is out to make its mark in global travel retail.
The brand specialises in “guilt-free treats”, featuring three simple ingredients: chocolate, Arabian dates and roasted almonds. As a newcomer to this month’s TFWA Asia Pacific Exhibition in Singapore, Chocodate is not only introducing its extensive product range, along with those from other brands within the Notions Global portfolio, it is also detailing its expansion-focused strategy within travel retail.
Chocodate’s plans are spearheaded by Notions Global Chief Business Development Officer Razan Al Masri, with a clear focus on innovation and expansion and on the Asia Pacific region. Underlining this commitment to expansion, Mazen Kaddoura was appointed Notions Global Sales Director International Travel Retail last September. Kaddoura has over 14 years’ experience in the channel, covering the Middle East, Asia and Europe.
Razan Al Masri talks with The Moodie Davitt Report’s Associate Editor Colleen Morgan.
Tell us about Chocodate’s development and its product line-up.
The Chocodate journey began in 1992 when Notions Global Founder and CEO Fawaz Masri introduced the brand to Dubai. The family-owned group was and still is committed to innovation and the creation of confectionery, date and snack brands.
Chocodate has since become the preferred choice for health-conscious and discerning consumers worldwide, combining wellness and flavour in a product based on three ingredients: chocolate, Arabian dates and roasted almonds. It’s a category pioneer, a bite-sized, individually wrapped treat which is low on added sugar and rich in fibre; perfect for snacking.
Chocodate products are available in domestic markets across 70 countries and have been featured by Dubai Duty Free since 2000. The brand also collaborates with Abu Dhabi Duty Free and Saudi Duty Free.
What makes Chocodate an ideal product for travel retail?
Apart from its obvious self-snacking appeal, Chocodate has a strong gifting and sense of place value. It combines heritage and modern cultures, and the chocolate-covered, almond-filled dates are available in both pouches – some of which are exclusive to travel retail – and gift boxes, which can be customised to suit locations.
The brand aims to cater for all tastes and consumers with a range of flavours including Milk, White and Dark Chocolate, Coconut, Extra Dark 85%, Caramel and No Added Sugar. Its bestselling SKUs include 90g Assorted, 220g Assorted, Milk and Dark, and 500g Assorted pouches. Gift boxes are available in 150g, 200g and 300g, along with Destination boxes.
How is Chocodate suited for the global market?
It’s an innovative product which not only offers a taste of the Middle East but also appeals to the growing trend of healthy snacking and wellness.
Dates are a superfood, highly nutritious, packed with vitamins and with a high concentration of antioxidants. They are known to improve brain functionality, can help reduce the risk of cancer, prevent microbial infections and help fight diabetes.
What sets Chocodate apart in the travel retail market is our commitment to offering a wide array of flavours and options – including vegan choices – to cater to diverse consumer preferences. Additionally, our special packs and exclusive packaging designs not only enhance the product’s appeal but also make them ideal for gifting or personal indulgence while travelling.
Let’s consider Chocodate’s expansion plans. What markets and demographics are you targeting and why?
Our primary objectives focus on expanding our presence in travel retail. Our aim is to position Chocodate as the premier option for travellers seeking memorable souvenirs, establishing local relevance by offering distinctive sense of place gifting boxes.
We are also committed to forging strategic partnerships with key retailers and distributors to further amplify our footprint in these markets.
Our shop-in-shop collaboration with Lagardère Travel Retail at the new Terminal at Zayed International Airport is a good example of what we aim to do in travel retail. Our objective is to elevate the consumer experience in our gourmet chocolate category within the airport environment. This dedicated space offers travellers a world-class experience focused on premium chocolates and the Arabian Delights range, and our aim is to replicate this experience with other retails partners in the Middle East and Asia.
What prompted the decision to participate in the TFWA Asia Pacific event?
Asia is a crucial region for Chocodate due to its dynamic market landscape, growing consumer base and increasing travel trends. Attending an event like TFWA Asia Pacific is to strengthen our foothold, forge strategic partnerships and explore new opportunities for growth in these key markets. We anticipate these events to serve as platforms to showcase our offerings to a global audience of travel retail professionals and decision makers, further elevating Chocodate’s presence in the industry.
What other Notions Global brands are highlighted at the TFWA World Exhibition?
The Notions Global portfolio also includes Arabian Delights, Rouge Chocolate Clusters, La Ronda Wishes, Venice and Mojo brands.
Arabian Delights underlines Arabian hospitality through its chocolate treats of coconut-covered dates with almonds. Its yellow/gold packaging is bright, offers good shelf stand-out and packs include bag style boxes. A travel retail-exclusive pouch is available and Arabian Delights also offers packs of dates. Again, a good choice for those healthy snack seekers.
La Ronda Wishes offers individually wrapped chocolates in packs to target gifting and sharing. The Wishes brand celebrates good times, with a wide variety of flavours to suit all age groups.
Venice is an entry level product and La Ronda offers milk, dark and white chocolate-coated almonds. Mojo is based on protein bombs, which are 100% natural, non-GMO, vegan, gluten, soy and dairy-free. ✈
