Loacker is gearing up for a landmark year in 2025, as the South Tyrolean confectionery house prepares to celebrate its 100th anniversary.
The brand will unveil a first look at its centenary campaign along with a selection of launches and bestsellers for global travel retail customers at the forthcoming TFWA World Exhibition in Cannes (Yellow Village, AA11).
Loacker’s new Chocolaterie line – aimed at wafer and chocolate enthusiasts – features three chocolate flavours (Dark, Milk and White) complemented by cream fillings to satisfy different customer preferences.
These products are available in various formats, including a 118g family pack, classic 59g pack, 4 x 17.5g multipack and 12 x 9.5g (114g) Stand-Up Bag. The varieties offered are in response to changing shopper behaviours and passenger demographics.
Loacker Head of Travel Retail and Duty Free Juan Miguel Cabrera commented: “We are excited to introduce our Chocolaterie collection to our business partners in Cannes and explore new ways to leverage the potential of the underdeveloped wafer/biscuit category in travel retail.
“While gifting continues to be a key purchase driver for the category, there is increased demand for on-the-go snacking/sharing products too, so it’s important to offer something for everyone, in order to maximise purchase opportunities.”
Loacker’s origin story began in 1925 when Alfons Loacker purchased a small pastry shop in Bolzano, where the very first Bolzano wafer was created. Almost 100 years later, that wafer-thin treat has evolved into a successful product portfolio sold in over 100 countries.
The company’s centenary-themed campaign celebrates this milestone and lays foundations for updates to the brand’s ‘Goodness is a choice’ platform, launched in 2019.
The celebrations begin in the coming weeks with a series of high-profile point-of-sale activations in Italy before rolling out to other locations next year.
Cabrera added: “Our centenary is a milestone achievement and we have lots of activities planned to celebrate it, which I look forward to sharing with our travel retail customers.
“Importantly, our lasting success would not have been possible without our commitment to marrying sustainability and corporate responsibility as part of our vision for sustainable growth.
“In 2023, Loacker’s travel retail business achieved double-digit sales growth, and we are seeing especially great numbers in Europe and Asia Pacific. Importantly, we see plenty of untapped potential across all regions and I am confident that our strong pipeline of innovation will allow us to further develop our GTR business in 2024 and beyond.” ✈️
