Snacking powerhouse The Hershey Company will showcase Hershey’s and KitKat products exclusive to the US travel retail market at the upcoming IAADFS Summit of the Americas. The event takes place from 14 to 17 April at Palm Beach County Convention Center, Florida.
The company is extending its Hershey’s Kisses range with a patriotic edition in two sizes: Share Pack (286gm) and Party Pack (966gm). This launch is part of Hershey’s renewed partnership with Team USA as anticipation builds for the Paris 2024 Olympic and Paralympic Games in July and August.
The release will be supported by three activations at New York John F. Kennedy International Airport, running throughout June and July.
Hershey, which holds the distribution and manufacturing rights for KitKat in the US market, is also introducing a medium size pack for KitKat Milk Chocolate Miniatures.
The product release is supported by investment in strategic placement in-store, with the new pouch set to be displayed on permanent KitKat wall bays and gondolas.
The travel retail-exclusive Hershey’s Kisses launch builds on the product’s performance in the domestic market: Kisses sales are up +11.4% compared to the last year in the US with a three-year compound annual growth rate of +7% (source: The Hershey Company US domestic sales data).
Hershey’s Kisses patriotic edition are wrapped in limited edition foils adorned in a stars and stripes pattern, with plumes highlighting ‘USA!’ atop each wrapper. The red, white and blue packaging aims to inspire travellers with national pride.
The Hershey Company Global Director World Travel Retail Rebecca Wong said: “We are excited to launch Hershey’s Kisses patriotic edition in the US travel retail market.
“We are privileged to be supporting this truly cultural moment around the world. Travellers are seeking out new, exclusive and colourful designs in confectionery, and we are confident that this edition will drive incremental growth for Hershey and the confectionery category.
“We look forward to engaging travellers with our uniquely patriotic campaign across the US and creating moments of goodness for families throughout the summer season.”
Hershey’s Kisses Milk Chocolates wrapped in patriotic foils are available to order now, while the first delivery of the new KitKat Milk Chocolate Miniatures pouch is scheduled for July. ✈
