Nestlé International Travel Retail (NITR) is returning to the Summit of the Americas (16-19 April) this year, where it will present its ambition to make food the top category in travel retail by implementing its VERSE model (Value, Engagement, Regeneration, Sense of Place and Execution).
As reported, the VERSE growth model has a vital role to play in ensuring that Nestlé’s ‘food in 50% of baskets’ target in travel retail is met by 2030, if not before.
At booth 101, regional buyers will come across new product offerings alongside the core ranges of Nestlé’s key brands: KitKat, Smarties, Nestlé Swiss, After Eight and Nescafé.
According to NITR Global Head of Sales Jorge Hadweh, “We have enjoyed very good sales recovery in the region since the Covid-19 pandemic, thanks to the expanded distribution of our iconic brands in both airport and non-airport channels. We’ve also seen very good performance from our core brands and new product developments, helping us to grow our sales ahead of passenger growth in the region’s strategic locations.
“We’re very much looking forward to meeting up with our partners and colleagues in West Palm Beach, continuing our ambition to make food travel retail’s #1 category.”
The new product line includes KitKat Vegan bar and KitKat Senses Tablets, and Pistachio and Lotus Biscuit flavours for KitKat Senses Mini Moments. Nestlé has also updated flavours for the KitKat Chunky Mix Gift Pack and introduced a four-flavour KitKat Mix Sharing Bag.
The KitKat Live Your Break campaign, with the tagline “Break in a World of Flavour”, employs advanced 360-degree digital communication tools to engage with consumers throughout their travel journey. Supporting the brand’s presence in travel retail, the campaign is live at key airports across Latin America.
Additionally, Smarties has launched a product this spring, the Smarties Cool Creatures, in 100% recyclable paper packaging, which comes with four mini tubes of Smarties.
Exclusive to travel retail, it represents Nestlé ITR’s first venture into augmented reality, with a QR code taking consumers to a virtual world with three digital experiences: marine explorer, fun facts and an expert quiz.
While confectionery currently drives 77% of food purchases within global travel retail, coffee and well-being offers a viable scaling sector for retailers, the company said.
Nestlé is offering travelling consumers the Nescafé Roastery Collection – a premium instant coffee made from Arabica beans.
The Roastery Collection offers light and dark-roasted options, with the former providing notes of caramelised honey and toasted biscuit, and the latter offering notes of dark chocolate and roasted nut. Another addition to the portfolio is the Nescafé Azera Americano collection: Americano, Americano Decaff and Americano Intense. ✈
