Tin packaging specialist Silver Crane is targeting travel retail for its premium Motif mints range.
Motif was launched by Silver Crane last year to offer a “luxury design-led approach” to mint tin confectionery. Its slim, sliding tins contain sugar and aspartame-free, vegan-friendly peppermints.
According to Silver Crane Global Travel Retail Manager Dave Syms, the limited-edition Motif tins, which are available on the UK domestic market in art galleries, fashion and high-end department stores and gift shops, are well suited to travel retail.
“Whilst Motif has not been designed exclusively for travel retail as many of our other lines are, it is by no means a mass market confectionery that will be found on the high street, and is something we feel has an excellent home in global travel retail,” Syms said.
Motif designs are inspired by the worlds of fashion, interiors, art and pop culture. The brand has collaborated with various artists, including Anna Bu Kliewer, a London-based mixed media, analogue and digital collage specialist.
Motif offers 32 designs across eight collections which are supported by counter-top display units housing 36 tins.
Syms noted 2018 Mintel Research which rated mints as the “single most popular confectionery product in the UK”.
He said the confectionery category is dominated by “commodity brands” and is adamant that Motif can “fill a gap in the market befitting the more design-led, high-end sector”.
“We believe this translates perfectly into global travel retail. The slim Motif tins are a perfect format for travellers and provide a new and fashionable choice for consumers on the move,” Syms concluded.
