INTERNATIONAL. Nestlé International Travel Retail (NITR) will resume focus on its Perfect Store initiative and showcase its latest product developments at the IAADFS Duty Free Show of the Americas this month (Stand number: 1123).
The Americas continues to be an important and growing region for the company, and NITR believes that the Perfect Store initiative, with its core principles and associated category drivers will provide the right framework for retailers to deliver future confectionery growth in the region.
NITR’s Orlando stand will showcase the virtual Perfect Store through the eyes of the shopper. It will illustrate how the individual category drivers can be activated in-store to increase levels of penetration, shopper conversion and basket size. NITR will also be sharing with its partners the latest developments and shopper insights of its Cash Till Point optimisation programme with examples being shown virtually and on the stand.
Alongside the Perfect Store initiative, NITR will highlight its 2011 product range based on its three global brands: Nestlé Swiss, Smarties and Kit Kat, along with regional brands After Eight, Quality Street and Baci.
Nestlé Swiss
The Nestlé Swiss brand, which is only available in travel retail, has performed above all expectations during the past 12 months. NITR said that sales of the 400g bars have shown a double percentage increase year-on-year.
For 2011, the brand sees further premiumisation with new-look packaging, plus a new gift pack which straddles the informal and premium gifting categories: Nestlé Swiss Selection.
This 180g box comprises three varieties of chocolate squares topped with ingredients: dark chocolate with almond and cranberries, milk chocolate with lemon and almonds, and milk chocolate with caramel and salt. In addition, there is a new 400g flavour, Nestlé Swiss Dark Orange, developed to meet the trend towards dark chocolate.
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The 180g Nestlé Swiss Selection comprises three varieties of chocolate squares topped with ingredients: dark chocolate with almond and cranberries, milk chocolate with lemon and almonds, and milk chocolate with caramel and salt |
Smarties
NITR further strengthens its link with Disney with two new formats in 2011 featuring the Mickey Mouse, Minnie Mouse and Donald Duck characters. These are designed to combine play appeal with the need for portion control and value for money.
The Smarties Disney Mickey Box contains five 38g tubes along with a collectible figurine of Mickey, Minnie or Donald.
The Smarties Mini Disney Pouch comes in two versions – Mickey and Minnie – with strong graphics for instant shelf appeal. Each pouch contains six mini boxes of Smarties along with Disney stickers for extra play value. These little pouches are in line with the trend towards impulse and snacking, while answering one of the confectionery category drivers put forward in the Perfect Store, NITR explained.
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The Smarties Disney Mickey Box contains five 38g tubes of Smarties along with a collectible figurine of Mickey |
Kit Kat
Kit Kat’s new Singles pack containing 12 individually wrapped single-finger wafers is designed to meet the trend of portion control. Each wafer contains 80 calories – clearly displayed on the outer dispensing box.
Also on show will be the relaunched Kit Kat Chunky range with a new design to make it more giftable and qualitative, plus a brand new hazelnut flavour. Kit Kat Chunky also highlights the easy portioning of the product thanks to its dented format. It comes in multipacks of six, either individual or mixed flavours, all of which are exclusive to travel retail.
In the Destination Gifting segment, the new Kit Kat Origins Box highlights the English heritage of this four finger count-line. In milk or dark varieties, each box of 14 Kit Kat bars features well-known English trademarks of a London bus, Big Ben and the UK flag, providing an emotional link between the brand and its origins.
All are exclusive to travel retail and are expected to appeal to travellers throughout the Americas.
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(Left) The new Kit Kat Singles pack containing 12 individually wrapped single-finger wafers capitalises on both the growing snacking market and women; (Right) The Kit Kat Origins Box highlights the brand’s English heritage |
Quality Street
To mark Quality Street’s 75th anniversary in 2011, NITR is introducing new travel retail exclusive packaging that harks back to the old, original days of the iconic Mackintosh’s Major and Miss.
These new premium presentations – available as an 850g tin, 438g carton or 750g sharing bag – aim to offer a real point of difference over the domestic market. Each also bears a special 75 years anniversary logo, which again will only be found in travel retail.
Snacking and Sharing
NITR has also enhanced its Sharing Packs by mixing them up in the new Mini Mix 500g Sharing Pack and a 1080g Mini Mix Sharing Pillow bag. Both contain a mixture of NITR brands such as Smarties, Kit Kat, Rolo, Lion, and Aero.
These join new smaller snack packs of NITR favourites Nestlé Swiss, Kit Kat, After Eight, and Quality Street – introduced as part of the growing trend towards portioned self indulgence and on-the-go snacking. Designed for impulse purchase at the till point, these four resealable bags weigh between 145g and 220g.
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The 1080g Mini Mix Sharing Pillow bag contains a mixture of NITR brands such as Smarties, Kit Kat, Rolo, Lion, and Aero |
NITR Head of Sales Roland Stieger said: “In 2010, NITR has recorded high double digit year on year sales growth in the Americas, notably within South America, with the key drivers centred on the following:
– Strong Brazilian economy
– High passenger growth
– Effective Shopper and category strategy for the Americas
– Focus investment
– Working closer with retailers to meet the growing pains of a very dynamic region.
“NITR will be building on the success of last year and engaging key customers in the region in the activation of the Perfect Store category drivers that in turn will provide the right framework to drive category growth in 2011,” Stieger added.
For enquiries, contact Roland Stieger, tel: +41 21 948 29 71, or e-mail: roland.stieger@nestle.com.
