SWITZERLAND. Kraft Foods and Cadbury marked an important step in the process of bringing their two travel retail businesses together by presenting a combined presence at this year’s TFWA World Exhibition. For the first time, Kraft Foods World Travel Retail (KFWTR) showcased the entire portfolio of leading global, regional and local brands from both companies.
At KFWTR’s enlarged exhibit space, visitors were invited to enter the brand worlds of Toblerone, Milla, Cadbury, Côte d’Or, Trident and Stimorol.
Cadbury Dairy Milk was represented by a “˜glass and a half’ of milk, visualising one of the main ingredients in each Cadbury Dairy Milk tablet, while elements in the Cadbury area highlighted the British heritage of the brand.
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The Swiss heritage of Toblerone was highlighted with symbols of Switzerland such as a cable car on the KFWTR stand |  |
Cadbury Dairy Milk was represented by a “˜glass and a half’ of milk, visualising one of the main ingredients in each Cadbury Dairy Milk tablet, while elements in the Cadbury area highlighted the British heritage of the brand |
The Swiss heritage of Toblerone was highlighted with symbols of Switzerland such as a cable car. Additionally, visitors were invited to discover the ingredients used in the original Toblerone chocolate recipe.
The Milka area featured the idyllic Alpine world from where the brand originated, while the Côte d’Or space presented “the intense cocoa appeal” of the Belgium chocolate brand, KFWTR said.
Among the 2011 novelties, the new travel retail exclusive gum ranges from Stimorol and Trident took centre stage. Visitors could learn more about this new category for the channel and gum products, which will be available at the beginning of January 2011. The benefits of selling gum in the “˜hot zone’ around the cash till were presented, together with other key information from KFWTR’s shopper insight research. Trade partners showed “great interest” in the gum products and the potential for them in travel retail, KFWTR reported.
Other new offerings – such as the Toblerone Gold Minis Pouch, the Cadbury Luxury Selection Pralines, Bite Size Minis from Côte d’Or, and the new Milka Imagine Pralines – were “very well received and created a lot of excitement”, the company added. Overall, KFWTR’s world of brands in all three confectionery segments – chocolate, gum and candy – provided a one-stop shop for trade partners.
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The Kraft Foods World Travel Retail team is said to be “delighted” with the positive feedback at the TFWA World Exhibition |
KFWTR Managing Director Andreas Fehr commented: “The show was incredibly busy for us, and we view this as a real indication of the improvement in the travel retail industry. Our trade partners are more confident and looking for trusted brands to offer an increasing number of travellers as the market recovers. The confectionery category provides real potential for growth and the exciting novelties we presented at the show were very well-received.”
The Kraft Foods and Cadbury teams were said to be delighted with the positive feedback at the trade show. Fehr added: “The 2010 TFWA World Exhibition was one of the best shows for KFWTR and we are looking forward to a great future by taking advantage of our strengths and expanded product portfolio as we move forward to make every journey truly delicious.”
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