BELGIUM. Ferrero Travel Market has expanded its biscuit offer in travel retail with premium Belgian biscuit brand Delacre.
The leading confectioner has partnered with Lagardère Travel Retail for the channel debut of the brand at Brussels Airport.
The roll-out is supported by eye-catching merchandising displays, highlighting the brand’s impactful signature green livery.
The units showcase a carefully curated selection of the brand’s top-selling products, inviting travellers to ‘take a piece of Belgium with you’.
Delacre was founded in 1870 and has become popular for its high-quality biscuit offers, which are made using authentic Belgian chocolate. It has been a certified supplier to the Belgian Royal Court since 1879.
The brand’s portfolio includes a wide array of refined biscuit varieties, combining authentic Belgian chocolate with traditional French pâtisserie specialities, made for every occasion.
Delacre’s gifting assortments include the Tea Time 300g, Tea Time 500g and the commemorative premium Royal Tin, which marks a decade of King Philippe’s reign.
The brand also offers its premium selections, including the Marquisette 175g and Biarritz 175g lines; the classic chocolate chip Cookies collection, along with sharing packs of Caramel Intense and Sablé Fondant.
Delacre is the latest addition to Ferrero Travel Market’s biscuit portfolio after introducing its La Biscotteria concept in 2022, representing the confectioner’s first foray into the biscuit category.
The brand bolsters the Italian confectioner’s presence in the under-developed biscuits category, as it plans to grow sales in the food & confectionery sector while satisfying shopper demand for quality and innovation, the company noted.
Ferrero Travel Market General Manager Sergio Salvagno said: “We are thrilled to showcase Delacre’s Belgian chocolate heritage to travelling consumers at Brussels Airport – and build on our growing presence within the biscuit category with this exciting new launch, in line with our commitment to keep our offer fresh and enticing.
“Thanks to its diverse range of flavours and products, from buttery shortbread to chocolate-covered treats, the Delacre portfolio really does offer something for everyone. We are confident it will appeal to a broad range of passengers.” ✈
