INTERNATIONAL. Nestlé International Travel Retail (NITR) has launched its Sustainably Sourced chocolate exclusively in travel retail. NITR is celebrating the release, and the start of Earth Month, with a makeover of The Moodie Davitt Report desktop homepage along with an elegantly curated treatment on the mobile website.
Nestlé Sustainably Sourced chocolate – supported by its ‘Does Good*. Tastes Great.’ tagline – was introduced at TFWA World Exhibition in Cannes last year. The response, according to NITR, was positive and the company is confident that the new range will perform well in sales.
The global roll-out of Nestlé Sustainably Sourced will continue throughout summer, supported by high-profile activations in partnership with key travel retailers such as ARI.
Promotional activities will debut at Porto Airport in April followed by Singapore Changi and Geneva airports in May.
Additional locations will follow throughout the year including at Delhi Indira Gandhi International, Mumbai Chhatrapati Shivaji Maharaj International, London Heathrow and London Gatwick airports, as well as select airports in Greece.
Nestlé International Travel Retail General Manager Stewart Dryburgh said: “We are delighted to share this launch with The Moodie Davitt Report. Not only is Nestlé Sustainably Sourced our biggest news for 2024, but it also marks a milestone in Nestlé’s sustainability journey and the work of the Nestlé Cocoa Plan, which focuses on better farming, better lives and better cocoa.
“This is proof that good-tasting, smooth chocolate can be sustainable. It is proof that Nestlé cares about the future and a very clear indication of the company’s belief in the travel retail market.
“Nestlé Sustainably Sourced is a premium, exclusive product which targets all travellers because it has a great taste and, of course, those who are looking for brands that have purpose and have the interests of the Earth at heart.
“This partnership with The Moodie Davitt Report not only shares our new product with the entire travel retail industry, it also helps make our message loud and clear. Importantly, Nestlé Sustainably Sourced is available only in travel retail and, equally importantly, it is a clear indication that Nestlé is going beyond sustainability, actively supporting thousands of cocoa farmers and their families.
“It’s not just about the chocolate, it’s about the future. This product lives up to its name. It does good and it tastes good, and we will do all we can to assist our retailing partners in travel retail to ensure its success.”
The Nestlé Sustainably Sourced product line-up includes four 170g bars with flavours including Dark Chocolate, Blueberries, Almonds & Hazelnuts; Milk Chocolate, Raisins, Almonds & Hazelnuts; Milk Chocolate, Cranberries, Almonds & Hazelnuts; and Milk Chocolate & Hazelnuts.
There are four 270g bars in Dark Chocolate; Dark Chocolate with Almonds; Milk Chocolate; and Milk Chocolate with Almonds.
The collection also includes a 426g sharing pouch, containing approximately 45 individually wrapped pieces in Milk Chocolate, Dark Chocolate and Milk Chocolate with Hazelnuts.
Nestlé Sustainably Sourced is a direct result of Nestlé’s work with the Rainforest Alliance. The non-profit organisation works on combating deforestation and addressing climate change while simultaneously creating economic opportunities for rural communities.
“Nestlé has been supporting cocoa farmers since 2009, assisting them in good agricultural practices to maximise the value of their produce, and to positively impact the ecosystem,” added Dryburgh.
“Now is the time to get that story out into global travel retail, to ensure our consumers know that this smooth chocolate is crafted with care.”
According to NITR, the Nestlé Sustainably Sourced campaign will be disruptive and engaging. The activations will feature free-standing, shelf and counter-top units and include sampling.
Customers can personalise their 170g and 280g bars by adding their own message to the product sleeve. The campaign visuals will encourage customers to learn more about the Nestlé Cocoa Plan and collaboration with Rain Forest Alliance.
The campaign will be activated across various touchpoints: in-store, online, via retailers’ websites, airport screens and across relevant retailer social media.
Nestlé Sustainably Sourced will also be a key feature of NITR’s ‘Together We Grow’ platform, which aims to help retail partners accelerate sustainable programmes. Like the new chocolate line, ‘Together We Grow’ is exclusive to travel retail.
NITR noted: “The platform can support retail partners’ sustainability objectives in parallel to communicating the already significant environmental impact it has made through packaging projects, the Cocoa Plan and Coffee Plan responsible sourcing initiatives over the last 15 years.”
The Nestlé Cocoa Plan was launched in 2009 and has engaged more than 150,000 cocoa-farming families so far, building on three pillars: better farming, aiming to improve livelihoods in communities; better lives, aiming to improve social conditions for families; and better cocoa, aiming to improve product sustainability. ✈
*Working with the Rainforest Alliance to support cocoa farmers and their communities. Click here to learn more.
