SWITZERLAND. Nestlé International Travel Retail (NITR) has announced plans to launch its Nesquik brand into travel retail this summer as the Swiss company gets set to introduce its latest products at the TFWA Asia Pacific exhibition in May (Stand number: G30).
The new travel retail exclusive Nesquik Sharing Pack (350g) contains 21 individually-wrapped pieces and is available from this month.
To support the launch, a summer promotion in selected airports and targeted at families will offer a free Nesquik bag with every two sharing packs purchased. Together with specially designed Nesquik visuals, the Nesquik rabbit mascot, Quicky, will also be on hand to support the promotion and greet passengers.
The promotion will take place in various airport locations including Paris Charles de Gaulle, Portugal (Faro, Porto and Lisbon), Casablanca, Marrakesh, Tunis, Monastir, Djerba, Prague and Belgrade.
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Nesquik mascot, Quicky, hops into airports this summer to promote the launch of the Nesquik chocolate range | |
New consumer insights
Aiming to maintain a positive outlook during the market downturn, NITR said it would reveal to travel retail buyers a “shopper and consumer insight that provides a compelling reason why confectionery is the category that retailers should focus on in 2009”.
Head of Sales Ian Robertshaw explained: “With market growth exceeding that of all other categories, and confectionery proven to be resilient, the current outlook is very positive.”
The NITR vision calls on retailers to follow four simple steps to drive sales for the confectionery category:
• Make it relevant and easy for shoppers to buy confectionery
• Engage shoppers and drive category interaction
• Make confectionery accessible to all shoppers
• Display confectionery based on shoppers’ shopping habits while creating an enticing environment.
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Premium appeal: the Nestlé Swiss range features silver packaging with a “mountain of chocolate pieces blending into an Alpine landscape” |
Additionally, Nestlé said it would help retailers with its ‘path to the perfect store’ guide which outlines how retailers can deliver additional confectionery sales.
“We’re showing our customers exactly what should be done and we’re providing solutions for every step of driving the opportunity,” said Robertshaw.
According to Nestlé, the key is getting the right range in the right place and it is proven that by simplifying the assortment and implementing some discipline at-shelf, sales can grow by up to +15%.
In addition, proper category management and building on the drivers of premium gifting, children’s gifting, snacking, informal gifting and destination gifting can boost sales by more than +20%.
Robertshaw added: “With more than half of purchases made on impulse, the opportunity for extra sales cannot be ignored. We now know what else the confectionery shopper buys in-store and which other categories they are likely to engage with. Ensuring confectionery is a part of that journey provides a huge opportunity for both retailers and suppliers and gives the shopper a much improved experience.”
The company will be focusing on its informal gifting and sharing products in Singapore, specifically Nestlé Swiss, Nesquik and After Eight sharing packs, along with its children’s gifting range which centres on the Smarties brand.
New Nestlé Swiss products
Nestlé has extended its re-launched Nestlé Swiss brand with three new product concepts. These products are positioned at the top end of the informal gifting sector and feature silver packaging with a “mountain of chocolate pieces blending into an Alpine landscape”, the company said.
Giant Pralines (230g), offered in dark or milk varieties, comes in a flat gift box containing five giant-sized, individually-wrapped 46g pralines coated with roasted hazelnut pieces.
Assorted Chocolates Tower (460g) contains 90 individually-wrapped 5g mini-tablets in five varieties: milk, dark, white, hazelnut and praline.
Chocolate Squares (188g for milk)/(200g for dark) is a flat pack of 40 individually-wrapped 5g mini-tablets.
“The Nestlé Swiss collection will provide an eye-catching display when merchandised together and will bring a premium appeal to the informal gifting segment,” concluded Robertshaw.
NITR will also be rolling out a major promotional campaign for the Nestlé Swiss range at key global airport locations this year.
Redesigned sharing packs
NITR has redesigned its travel retail exclusive sharing range with a clearer family branding message to the consumer.
Featuring an improved, premium look with a stronger shelf appeal, the range includes an Everyday selection comprising Kit Kat, Smarties, Aero and the new Nesquik (350g) and a Premium selection comprising Quality Street and the new After Eight (550g).
Children’s gifting
The Smarties Toppers range, comprising Winnie The Pooh, Princesses and Cars, will continue to be an important focus for NITR during 2009 with an emphasis on the four-pack range.
This range has a fresh look with stronger shelf impact and is designed for ease of display, either horizontally or vertically, according to the firm.
For details, contact Ian Robertshaw, Nestlé International Travel Retail, tel: +41 21 948 2984, e-mail: ian.robertshaw@nestle.com.
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“Versatile” confectionery category can drive growth even in the downturn, insists Nestlé – 16/03/09
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