Introduction: Snacking has always been a part of life – whether it’s a quick bite on the road, a boost of energy during a demanding workday, or a moment of indulgence. For 175 years, German brand Seeberger has upheld a legacy of wholesome snacking with its premium nuts and dried fruit selections.
Seeberger has now decided to reinforce its engagement in the travel retail channel. The brand has outlined its mission – to provide travellers with premium snacks throughout their journey. Seeberger is preparing to showcase a travel retail-focused assortment at booth H61 in the Yellow Village at Tax Free World Association (TFWA) World Exhibition in Cannes from 1 to 5 October.
‘Without nature there is no Seeberger’
Seeberger’s journey goes back to 1844, when the family business was established in Ulm, Germany. What began as a venture to trade colonial goods grew into a legacy of delivering natural snacks from across the globe. Over the years, the Seeberger name became synonymous with quality nuts and dried fruits.
The brand noted: “The aim to provide premium quality has always been part of our DNA and we strive to have only the very best raw materials for our range. As an owner-managed family business, we have maintained our high standards for generations.
“This is not always easy with our products because they are produced naturally. For us it is not only important what kind of product we get, but also how it was produced – where and how it was planted, harvested and processed. Always in close exchange with partners we trust, on a long-term basis and at eye level.”
Notably, one of Seeberger’s significant achievements was the introduction of recyclable film in 2020, aligning innovation with sustainable packaging. The brand highlighted: “Today, more than 69% of our snacks are already available in sustainable packaging; by 2025 the whole assortment will be adapted.”
The snacking company aims to use alternative materials, or reduce the amount of material used, without compromising product protection. 
Sustainability isn’t just a buzzword for the brand, it’s an inherent responsibility: “We rely entirely on mother nature and everything that grows in her. Thanks to her we can indulge, recharge our batteries and relax. It is a win-win-win situation for us, nature and, most importantly, our customers.”
Seeberger ensures sustainable cultivation and maintains fair working and living conditions for local communities. The brand remarked: “All this to ensure that you always have the right snack for every moment of your life, with a clear conscience of course.
“Without sustainability there is no nature. And without nature there is no Seeberger. It’s as simple as that. Climate change affects us all.”
Thus, Seeberger is attempting to reduce its emissions as much as possible. The brand offsets unavoidable greenhouse gas emissions by funding renewable energy projects.
And the Seeberger vision goes even further: climate neutrality along the entire value chain. Every two years, the brand releases a sustainability report that outlines its activities, providing a clear view of the advancements and progress made in its sustainability strategy.
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Carving its niche
The premium snacks brand has always maintained its presence in locally managed travel retail and duty free spaces. Its decision to further invest in the travel retail sector is guided by a clear vision – one that recognises the untapped potential for innovation and differentiation in the sector.
Seeberger commented: “Our range of premium snacks are ‘better for you products’ that benefit from most of the major food trends that the pandemic had further accelerated. For example, the shift from traditional meals to in-between snacking is ongoing. Consumers want snacks to be healthy, but at the same time tasty and indulgent. They also search for plant-based protein sources, so nuts are a natural choice.”
The drive towards unprocessed and clean label foods is another trend Seeberger has embraced. In a time when consumers scrutinise ingredient lists, opting for products with fewer additives and preservatives, Seeberger’s commitment to quality and transparency shines. Its snacks reflect the company’s ‘field-to-consumer’ supply chain.
Travellers seek snacks that not only satiate hunger but also elevate their culinary experiences. They crave high-quality foods, small meals that pack a punch with a variety of flavours and a significant nutritional value.
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As for its distribution plans in travel retail, Seeberger noted: “A strategic approach to travel retail allows us to reenforce our current position with our current business partners in the channels of airport: Consumer Value Store formats, ferries, border shops and government. We look forward to strengthening the set goals supported by the right combination of trade and consumer marketing activations.”
The brand offerings encompass three distinct categories: subtly roasted and salted choices for conscious snacking; quality natural nuts/fruit mixes; and additive-free pure fruits and nuts.
“The target audience are travellers searching for a great taste experience that provides them with a sustainable energy boost or sweet natural delight that fits into a balanced diet plan, and for a clear conscience,” said the brand.
It also caters to those looking for quick nourishment during short flights or while waiting for their connecting flights.
Seeberger is aiming to strengthen its foothold in travel retail by showcasing its ‘taste experience’ to attendees at the upcoming TFWA World Exhibition: “We look forward to presenting our focused assortment for travel retail, catering the demand from savoury to free from additives and pure indulgence.”
‘Snackification’ in travel retail
According to Seeberger, one keyword that currently dominates the confectionery and healthy snacking category is ‘Snackification’. This trend, which gained momentum in recent years, has been further propelled by the pandemic’s influence on consumer behaviour.
‘Snackification’ is a concept that transforms snacks into full-fledged meals, potentially redefining food culture. While it encompasses when and where people eat, it also emphasises the rise of quick and healthy snack options that cater to the increasingly mobile lifestyle of modern travellers.
There is a widespread belief that regular consumption of nuts, seeds and kernels is a valuable tip for a healthy and varied diet, as these snacks provide the body with important nutrients. Moreover, they can be incorporated into various culinary creations. The brand emphasised: “We firmly believe that healthy eating is more than just a trend – it is here to stay.” ✈
Seeberger Team Leader Thomas Lupschina offers a glimpse into the company’s operations
