Nestlé International Travel Retail (NITR) is hailing the launch of Sustainably Sourced Cocoa – and collaborations with leading travel retailers such as Aer Rianta International and Avolta – as one of the most important initiatives in the confectionery category to date.
As reported, the travel retail-exclusive launched in April and NITR celebrated the release with a makeover of The Moodie Davitt Report desktop homepage along with a curated treatment on the mobile website.
Over recent years, Nestlé has made impressive strides to limit its environmental impact through its Cocoa Plan and collaboration with the Rainforest Alliance.
The company has made changes across its brand portfolio to innovate packaging and limit the use of non-recyclable materials.
The Nestlé Sustainably Sourced Cocoa range highlights NITR’s commitment to sustainability, innovation and regeneration of the confectionery category.
Nestlé International Travel Retail Marketing Manager Aura Sanchez said: “Nestlé, as a leader in the food & confectionery category is well-placed to talk about outstanding products.
“Our brand portfolio speaks for itself and there is no doubt that we have the ability to appeal to all consumers in the category.
“Nestlé Sustainability Sourced Cocoa is in a class of its own. It not only speaks of our commitment to sustainability but also our ability to look beyond the current trends, to anticipate new opportunities and to meet the demands of emerging customer demographics.
“Fortunately travel retailers have been quick to agree, to support our plans by collaborating in activations and travel retail campaigns that are unparalleled.”
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 chocolate – supported by its ‘Does Good*. Tastes Great.’ tagline – was introduced at TFWA World Exhibition in Cannes last year.
The immediate response was positive, driving NITR to collaborate with leading travel retailers to bring Nestlé Sustainably Sourced to the international market.
ARI started the promotions in April, followed by similar campaigns at Singapore Changi Airport and airports in Porto, Geneva, Athens and London.
The range is launching at airports in Doha, Muscat, Delhi and Paris over the summer and into September.
Additionally, locations such as Madrid, Lisbon, Shanghai, Dublin and Istanbul will permanently carry Nestlé Sustainably Sourced Cocoa.
Campaign visuals encourage customers to learn more about the range and Nestlé’s efforts to improve cocoa families’ livelihoods through its Cocoa Plan and partnership with the Rainforest Alliance.
In-store campaigns – focusing on self-indulgence, sharing and gifting – encourage customer engagement through sampling and personalisation opportunities on pre-printed sleeves made from recycled paper.
The promotions are supported across other touchpoints, including online through retailers’ websites, social media and across airports screens.
Nestlé Sustainably Sourced Cocoa features in the Avolta’s Emotion+ consumer engagement programme, boosting reach, awareness and brand visibility
The Emotion+ programme provides insights on travellers, offering strategies to boost engagement and brand impact throughout their journey.
It raises awareness and strengthens connections with customers in travel retail through Avolta’s website, mobile application, social media, and paid media channels.
Sanchez remarked: “This Avolta programme ensures that Nestlé Sustainably Sourced Cocoa is front of mind.
“It’s innovative and bold – just what the confectionery category needs to ensure that products are noted, followed and ultimately purchased.
“Travel retailers have embraced the Nestlé Sustainably Sourced journey to date and this will continue with further activations as the brand not only stakes its claim in the travel retail channel but earns a name as a category leader.
“This is a brand which lives up to its ‘Does Good*, Tastes Great’ tagline, a brand we are very proud of in travel retail and one which can only strengthen our relationships with our retailing partners.” ✈
