Swiss herbal specialist Ricola will preview a refreshed travel retail identity and showcase two travel retail-exclusive (TREX) formats at the TFWA World Exhibition & Conference in Cannes.
The brand will also present its new ‘Who invented it?’ advertising campaign, which focuses on the brand’s Swiss heritage and expertise in Alpine herbs.
The refreshed brand identity will roll out across the full range from mid-2027, with the aim of improving consistency and visibility at the point-of-sale.
The TREX Tower Sharing Pack and 180g Gift Set contain selections of Ricola’s sugar-free flavours, broadening the occasions and locations in which travellers encounter the brand. Ricola is also developing a souvenir format for 2027.
Europe is Ricola’s strongest region, reaching double-digit growth with key retail partners. It sees expansion opportunities in Asia Pacific travel retail, where it plans to open a Malaysian hub in 2027.
Ricola is focusing on sampling and memorable experiences to recruit new customers in travel retail. Underlining this approach, the brand ran a candy-making activation at Zurich Airport in August and September. At the pop-up, travellers were able to see the candies prepared on site, sample them and learn about Ricola’s Swiss heritage and herbal ingredients.
“Travel retail gives us a unique opportunity to introduce international travellers to Ricola and everything that makes our brand special – from our Swiss heritage and distinctive blend of Alpine herbs to the great taste and everyday wellbeing our products offer,” commented Ricola Senior Key Account Manager Travel Retail Ann Nee Lim.
“Our new travel retail exclusives allow us to build on the strength of our core business while creating new reasons to discover, share and gift Ricola.
“Together with our new campaign and refreshed identity, they give us an exciting platform to strengthen our visibility in the channel and reach new consumers around the world.” ✈
