Belgian chocolatier Leonidas will launch a travel retail-exclusive Snacking range at the upcoming TFWA World Exhibition in Cannes. The pochette collection includes Orangettes, Crousty, Sea Shells, Stones, Mendiants and Marshmallows.
Leonidas is celebrating its 110th anniversary this year with a brand refresh that debuted in April – its core range features blue and gold brand colours, with sleeves that highlight product details. The revamp will be showcased at the Leonidas stand (Blue Village D24).
Leonidas Global Travel Retail Sales Manager William Legallais said: “This Snacking range targets incremental sales and increased basket size in travel retail, and is a strong point-of-sale product. There is no intention to cannibalise our existing products. This new line complements our core gifting range, which proudly wears our stand-out blue and gold colours.
“We have a strong line-up of products ready for the TFWA World Exhibition and are looking forward to sharing this and other innovations with retailers and guests at the event as confectionery continues to be a leading driver in global travel retail.”
Leonidas cited research by m1nd-set which indicates that at 29% of duty free buyers, confectionery is one of the most purchased categories globally – claiming the second highest footfall (23%) and second highest conversion rate (48%). The brand also pointed out that confectionery sales are back to pre-COVID levels, particularly in Europe, and the category is attracting Gen Z and Millennial consumers.
All products in the Leonidas Snacking range are made in Belgium and are free of alcohol and palm oil. The snacks contain 100% pure cocoa butter and sustainable cocoa.
Orangettes offers 14 candied orange peel pieces coated in dark chocolate, while Mendiants includes 12 dark, milk and white chocolate discs decorated with pecan nut, almond, hazelnut and dried fruits. The Crousty box contains 21 crunchy biscuit and praliné treats coated in milk and dark chocolate, while Stones holds 50 almonds coated with milk, dark or blonde chocolate.
The Seashells box features 15 milk chocolates, with praliné and a caramel flavour; and Marshmallows offers eight marshmallows with floral honey notes, coated with dark and milk chocolate.
Another addition to the Leonidas portfolio will be revealed at Cannes: a collection for children. It targets adults making a purchase for younger travellers returning to school after the summer break.
This colourful range will also be available in travel retail starting October, with additional treats in the pipeline for next year.
It centres on eight animals that are available in various shapes and sizes as chocolate balls, milk chocolate, marshmallow teddy bears and chocolate pencils.
The packaging takes the form of cones, pencil cases, cubes and bags. It features children’s favourite creatures including lions, unicorns, pandas, dinosaurs, hippopotami and monkeys.
Leonidas is also relaunching its Napolitains gifting range, which will be spotlighted alongside the brand’s sustainability strategy at TFWA.
“Sustainability is an everyday mindset at Leonidas,” added Legallais. “We place the future of the planet and the satisfaction of our customers on an equal footing and do all we can to produce chocolates and pralinés in the most environmentally responsible way possible.
“We are aware that the road is still a long one, but we have already undertaken several steps and made changes that allow us to attain our objective: contributing to leaving future generations a world that is more sustainable.”
Leonidas has used certified cocoa in its products since October 2021. “Thanks to this certification, the living and working conditions of 2,450 cocoa growers and their families have been improved,” noted Legallais.
The majority of the brand’s cardboard/paper packaging is Forest Stewardship Council-certified and uses polyethylene terephthalate or polypropylene. It is made up of at least 50% recycled materials and is fully recyclable. ✈
