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Kit Kat Dark Travel Pack with carry handle |
SWITZERLAND. Nestlé International Travel Retail (NITR) has reported significant growth in the Americas with volume sales up +27% from 2005 to 2007 and value sales up an impressive +55% over the same period.
As the company prepares for its IAADFS showing next week (Booth 2227), Head of Sales Ian Robertshaw attributed the upswing to a number of factors.
“We have increased our distribution in the Americas and increased the available assortment of products,” he explained. “This has been supported by strong promotional and marketing activity in key markets and airports, particularly with InterBaires, Dufry Brazil, London Supply, in Venezuela, where Capriles Hermanos have done a wonderful job, and with DFM in Mexico. At the same, time, we continue to focus at all times on category development initiatives.”
Robertshaw highlighted in-store activities carried out with Dufry in Brazilian stores Rio de Janiero and Sao Paulo for a month last autumn, which saw sales of NITR products triple during the period.
Throughout their journey to and around the store, passengers were exposed to NITR backlit panels, store entrance product displays, panels, displays and mobiles in the food/deli areas, and personalised check-out panels with end product displays
As a result, NITR claims it is now the second biggest supplier of confectionery to the Americas travel retail market with a 13.5% market share in 2007 (compared to 12.4% in 2006) and is the number one supplier in Venezuela. In Brazil, the company has improved its market share enough to move it up to the country’s third biggest supplier of confectionery from fifth last year.
Brand wise, KitKat is easily NITR’s market leader and the improvement in assortment, packaging and design has certainly paid off, according to Robertshaw. “In 2005 KitKat represented 19% of sales with Brasif and this has now increased to 45% last year.”
New Latin America accounts have seen +100% sales increases by volume and value, particularly on the Uruguay border with retailer Pramsa, Paraguay/Brazil border with Shopping China and Argentina/Brazil border with London Supply.
“We are confident of further improving our business throughout the Americas in 2008 and, as a result, continuing to gain market share,” said Robertshaw. “We are very much looking forward to introducing the new range to buyers at the Duty Free Show of the Americas in Fort Lauderdale, which will include the new KitKat Dark Travel Pack, redesigned Nestlé Swiss 400g tablets, Cailler premium range and Smarties Toppers Cars.”
Details of new products to be displayed at the IAADFS exhibition are as follows:
CHILDREN’S GIFTING – SMARTIES
The new range of Smarties Toppers is based on the successful DISNEY/PIXAR movie: Cars. The toppers range features main Cars characters: Luigi, McQueen, Sally and Mater. All have a pull-back mechanism and each of them performs differently when activated. Each topper sits on a 170g giant tube of SMARTIES and is available individually or in a multipack of four.
INFORMAL GIFTING – NESTLÉ SWISS
NITR’s famous Nestlé Swiss chocolate has been relaunched with new branding, new quality silver packaging for the 400g tablets and two new self-indulgence varieties: Solo Dark and Solo Milk offered in a 200g mono-size for self-indulgence and snacking. Presented in a modern cube packaging, each piece of chocolate is individually wrapped.
SNACKING/SHARING – KITKAT
KitKat has a new design emphasising its bright red colour, logo and the product itself. Also new to the Americas is a KitKat Dark Travel Pack, containing eight four-finger bars.
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Cailler’s Les Carrés contains 70% dark chocolate |
PREMIUM GIFTING – CAILLER
Cailler offers new presentations for Les Carrés, its Swiss milk and dark chocolate squares; plus new looks for the classical Ambassador assortment and Les Napolitains.
For details, contact Ian Robertshaw, Head of Sales, Nestlé International Travel Retail, tel: +41 21 948 29 71, e-mail: ian.robertshaw@nestle.com
Jean Michel Juin, Regional Business Manager Americas, tel: +1 954 252 4941, fax: +1 954 252 0778, e-mail: jmjuin@bellsouth.net
*NITR will also be exhibiting at the TFWA Asia Pacific exhibition in Singapore.
MORE STORIES ON NESTLÉ
Dufry wins Nestlé prize for outstanding achievement – 20/12/07
Nestlé launches travel exclusive Ramadan pack – 12/06/07
Muscat Duty Free sales go sky-high with Nestlé – 29/01/07
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