Heinemann and Majani reveal chocolate sculpture and exclusive range at Bologna Airport

ITALY. Gebr Heinemann subsidiary Travel Retail Italiana and Bolognese chocolate manufacturer Majani yesterday unveiled a striking 1.5m chocolate sculpture in the Heinemann Duty Free & Travel Value Shop at Bologna Airport.

The spectacular chocolate sculpture is based on a major landmark in Bologna

The event coincided with the launch of two Majani products in Heinemann-exclusive packaging. The German travel retailer also revealed that two more exclusive Majani products will be added to the new assortment in the near future.

A display of the new products in the Heinemann Duty Free & Travel Value Shop at Bologna Airport

The four exclusive products include Sfoglia Nera Dark Chocolate, a set of six 25g chocolate bars, a collector’s edition toy car of the legendary Fiat 500 with 18 ‘Cremini’ (a four layered velvety alternation of hazelnut and almond) and a Cremino Fiat in a gift box.

The new sculpture is made of 100% chocolate and depicts Le due Torri (the Two Towers), a well-known landmark and popular tourist attraction in Bologna. It is placed in the centre of the shop’s Italian market place area and it will be a permanent fixture.

The Majani promotion entices travellers’ digital engagement by inviting them to post pictures of the chocolate sculpture on social media

Travel Retail Italiana Managing Director Karl Niendorf said: “The chocolate sculpture is a truly amazing particularity which will attract every chocolate loving passengers’ attention.

“At Heinemann our passion is to set the bar high with new creativity that travellers will only find in our stores, helping them find new ways to enjoy the local brands we sell. We are very excited how Majani is delivering this exclusivity and distinctiveness.”

On Wednesday, (left to right) Francesco Mezzardi Majani (Majani Managing Director), Giovanna Geremicca (Majani Pastry Chef), Barbara Orofalo (Majani Marketing and Sales Manager), Stefano Gardini (Bologna Airport Business Non-Aviation Director), Karl Niendorf (Travel Retail Italiana Managing Director) and Nicola Gualandi (Bologna Airport Retail and Advertising Manager) officially unveiled the chocolate sculpture in the Heinemann store

Majani Marketing and Sales Manager Barbara Orofalo said: “Majani is a proudly cherished specialty of Italian entrepreneurship. The company has been in the hands of the same family for seven generations who is lovingly dedicated to the chocolate production and closely linked to the region.

“Due to this heritage – and thanks to the opportunity offered to us by Heinemann – we have realised a chocolate sculpture depicting the Two Towers, the most representative monument of Bologna.”

One of the products comes complete with a model Fiat car, adding to the Sense of Place of the new releases

The Heinemann Duty Free & Travel Value Shop, which is located in Schengen area at the airport, has a strong Sense of Place, offering a wide variety of goods produced locally in Bologna.

Bologna Airport Business Non-Aviation Director Stefano Gardini said: “We are very pleased to foster the link between local brands such as Majani and global partners like Heinemann and promote our territory through our excellences.

The new packaging come with a special badge, revealing the ‘exclusive to Heinemann’ nature of the products

“This collaboration represents another important step toward our strategy of providing uniqueness and excellence in airport shopping with a proposition of products that can stimulate the spend per pax through important local brands.”

Majani claims to be the oldest chocolate producer in Italy, with the origins of the family-owned company dating back to 1796.

Food & Beverage The Magazine eZine