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Cailler: A new addition to the super-premium chocolate segment in travel retail |
Nestlé International Travel Retail (NITR) is introducing Cailler, made in Switzerland since 1819, to the travel retail channel’s super-premium chocolate category.*
Cailler will be available from October 2015 at Geneva, Zürich, Dubai and Singapore airports where NITR has partnerships with retailers such as Dufry, Dubai Duty Free and Focus Network Agencies (Singapore).
Each Cailler box is distinctive and displays artwork by Swiss paper-cut artist, Marianne Dubuis, with each design telling a part of the Cailler story. In airports, noted NITR, “eye-catching in-store displays will support the launch and bring Cailler’s rich Swiss heritage and quality to life”. Each traveller purchasing a chocolate box will also receive a branded gift card and bag.
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Cailler is available from this month at Geneva, Zürich, Dubai and Singapore airports, and carries strong merchandising support in-store |
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“The launch of Cailler in travel retail is a significant opportunity for NITR to capitalise on the channel’s growing super-premium confectionery segment. As part of the launch we have taken a strategic partnership approach with select airport retailers where travellers already expect to find and discover luxury brands. Cailler sits perfectly within this environment,” said Nestlé International Travel Retail General Manager Devrim Cöbek.
“Cailler is part of our heritage and every step of the journey, from bean to box, is steeped in a savoir-faire of almost 200 years. The unique story, rare quality ingredients and traditional paper-cut packaging makes Cailler a perfect choice for gifting, and we’re confident this will resonate with global travellers across key destinations,” he added.
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Cailler is made with in-house roasted hazelnuts and almonds, and uses milk sourced within 20 miles of the Maison Cailler in Broc |
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Cailler chocolates are made from selected cocoa beans from the Nestlé Cocoa Plan, an initiative to help farmers run profitable farms, improve social conditions in the cocoa-growing communities and source good quality, sustainable cocoa for Nestlé products. It is made with in-house roasted hazelnuts and almonds, and uses milk sourced within 20 miles of the Maison Cailler in Broc, Switzerland.
Travellers can find more information about Cailler chocolate on the brand’s website www.cailler.com and purchase items of the range via online retailer Amazon in selected domestic markets from October (USA, UK and Germany) and in China from mid-November.
In travel retail Cailler chocolates will be available in 16 and 25 piece boxes, in four assortments: Signature Selection, Milk Chocolate Selection, Praliné Selection and Dark Chocolate Selection. Eight tablet varieties will complete the range.
*Nestlé previously launched Cailler as a premium range into travel retail, in 2006; this move marks the brand’s arrival into the super-premium segment, the company noted.
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In travel retail Cailler chocolates will be available in 16 and 25 piece boxes, in four assortments, plus eight tablet varieties |
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