Lindt displayed the art of chocolate making on its stand in Cannes last month, demonstrating how a premium chocolate showcase can grow footfall in the confectionery category.
The brand owner brought the skills of the master chocolatier to life through a series of interactive chocolate making shows, with an emphasis on the Swiss Masterpieces pralines collection, which appears in travel retail in 2016.
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From bean to praline: Lindt’s master chocolatier presents the art and science of chocolate-making to Dermot Davitt, with Lindt’s Peter Zehnder right |
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Lindt & Sprüngli Head of Global Duty Free Division Peter Zehnder said: “It’s our target to add life to the confectionery category and add value to the business. Travel retail is a highly competitive business, certainly on price and promotions, but ultimately you can only go so far with these. When you can smell, see, touch and taste the product and learn about it, it makes it possible to engage people better.
“So we can add value in other ways, through differentiation, through our chocolate making competence and through tastings, and thereby add footfall to the category.”
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‘Edu-tainment’ in action: Lindt hosted a series of masterclasses on its Cannes stand during TFWA World Exhibition |
The 15-minute live action demonstrations unlocked some of the secrets of making fine melting chocolate and the art of creating pralines for visitors.
“Activity is key and we provide that through our tastings and master chocolatier demonstrations,” said Zehnder. “This is something you have to see live and experience and it cannot be experienced in a virtual, online way. People want to see craftsmanship and we are a traditional brand that provides that element. This also provides memories that people take away, and travel retail is a great environment in which to do it.
“We call this “˜edu-tainment’, where we can entertain but also inform people about the chocolate making process, the ingredients and the craft of Lindt.”
The Swiss Masterpieces range includes six travel retail exclusive selections of 13 pralines. There are three assorted collections, in 145g, 220g, and 440g boxes, complemented by a 145g dark collection. A range highlight is an assorted 250g and a dark 250g ballotin. Each is presented in a ribbon decorated golden box, underlining Lindt’s determination to target the formal gifting segment of the confectionery market.
The Swiss Masterpieces will be available from Q1 2016, its launch supported by tailor-made furniture, displays and POS communication material.
“Our pralines range will be an important focus in 2016,” said Zehnder. “Pralines are an art form that require a lot of knowledge and learning. They will be accompanied by promotions and where possible with live chocolate events. They should prove attractive in regions such as Asia, the Middle East and Russia.”
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Lindt’s Swiss Masterpieces pralines collection: a travel exclusive |
Other highlights include the launch of two new Lindor tubes exclusively to travel retail. The orange 400g Limited Edition includes a selection of Lindor truffles, with two new flavours, cappuccino and almond.
In addition, the new Lindt Travel Edition, launched initially last year, has been extended with added value packs for travellers. The Travel Edition will be supported by brown and golden POS material, including a toolkit of shelf strips, wobblers, light-boxes, and a suitcase-like display to emphasise the travel theme.
The display can be tailored individually for each travel retailer with POS for each destination.
Zehnder said that Lindt’s performance in travel retail had been “strong” to date in 2015. “Regions such as the Middle East and Europe have proved good growth markets, though places like Brazil are tougher this year.
“What we know is that confectionery is still a highly approachable category and with growth left at the premium end. We bring the trust of being a global brand in that premium segment.”
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The new Lindt Travel Edition (left) and the latest Lindor tubes will be among the product highlights in 2016 | |
