Kraft Heinz is targeting rapid global expansion for its Planters nut brand after declaring its aim to grow the healthy snacking category in the channel last year.
According to Kraft Heinz Sales Manager Global Travel Retail Berend Jan van Egmond travel retail is “going nuts” about Planters.
“We have received very positive feedback on our range, our sales and the marketing tools we have available,” he said.
“For 2017 it is our aim to be present with our Planters brand in all the major travel retail outlets across the globe and we are fortunate that we have agreements and partnerships with all the major players in the global industry already,” van Egmond said.
With interest in healthy and salty snacks growing, he said Planters was “in the right place at the right time”.
Kraft Heinz Marketing Manager Travel Retail International Philippe Bernay commented: “We do a lot of research, and all our business decisions are fact-based. We see a rising demand for healthy and salty snacking, both from a global (domestic) and a travel retail perspective.
“We know that the typical travel retail consumer is seeking well-known international brands and product differentiation compared to domestic markets.”
Bernay said Kraft Heinz research indicated that 45% of consumers purchase snacking products for their own usage; 35% purchase snacking products to share, and 20% buy snacking products as gifts.
Kraft Heinz Global Travel Retail Manager Jacco Douma commented: “We believe that Planters’ travel retail products are a perfect fit in the industry and the category.
“Planters is already the most well-known international nut brand in the world; our travel retail range is exclusive to the channel; our Mr Peanut brand ambassador is a great contributor to brand imagery and helps bring the brand alive on the shop floor, and, most importantly, Planters taps into the rising demand for healthy and salty snacking.”
Douma said Planters encouraged feedback from its partners and would consider cross-category promotions, for example with a liquor brand.
He said Kraft Heinz would also consider launching other brands in travel retail. “Kraft Heinz owns more than 200 brands. We just need to do our maths, link market trends to our extensive brand portfolio, and focus on the right brands in order to add value to the travel retail industry.”
Planters’ tailor-made range of nuts includes Dry Roasted Peanuts, Honey Roasted Peanuts and a Protein Mix (Peanuts, Redskin Peanuts, Cashews and Almonds). Pouches were launched at TFWA Asia Pacific and the brand will have novelty tins and children’s back packs available in travel retail by the end of 2017.
A 60 x 150cm display stand, designed exclusively for travel retail, features a 3D figure of Planters’ Mr Peanut brand ambassador and aims to increase the brand’s visibility in stores.
