Paton’s has refreshed its Postcard souvenir gift box range and premium Royals collection for the TFWA Asia Pacific exhibition in Singapore next month (Stand Number: B36).
Based on research indicating that shoppers are seeking good value for money options when travelling, the Australian confectionery company has boosted the number of chocolates in its Postcard range by +40%. From May 2013 the number of pieces in each 170g box increases from 15 to 21.
The designs of the packs have also been refreshed and will roll out in the Asia Pacific region – one of Paton’s highest priorities – in May.
New designs have been created for destinations including Australia, China, Hong Kong, Korea and Singapore. Each destination includes a picture postcard of a national landmark, postage and airmail stamps, an image of the box contents and the flavour of the chocolate plainly marked.
According to Paton’s, market research conducted by BDC Market Intelligence in January 2013 concluded that 62% of the consumers in the survey favoured the higher number of smaller pieces and 79% declared that the new size pack appeared to be good value for money.
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The Postcard range includes new designs for China, Hong Kong, Korea and Singapore |
For the Royals collection, Paton’s has come up with a new gift box of toffee-dipped, chocolate-covered macadamias based on the preferences of customers and retailers in key markets.
Subtle improvements have been made to improve shelf appeal in Asia and Middle East markets – a major focus for the brand – and to support the product’s premium position in the chocolate gifting segment.
The new gift box designs include more gold colouring with wider colour bands and images of the chocolates – offered in milk, white or dark flavours – have been increased in size for better on shelf visibility. The back of the box features a potted history of the family-owned company.
The new-look Royals collection will start appearing on shelf in travel retail in May.
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The refreshed Royals collection was designed based on the preferences of customers and retailers in key markets |
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The new designs include more gold colouring with wider colour bands and images of the chocolates have been increased in size |
