DENMARK. Danish confectionery company Valora Trade has achieved twice as much sales as it had initially targeted for Swiss Delice since it took over distribution for the product last year.
It is now looking to do the same for Ricola, which will come under its distribution for the Northern Europe region from 1 January next year.
The company’s Marketing Manager for Travel Retail, Rene With Dalskov (pictured, top row, middle column) told The Moodie Report: “From 1 January, Ricola will be in the Nordics. We are expecting very much from them.”
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It may be the novel ways that the company comes up with to promote that has resulted in its success for products such as Swiss Delice. During the TFWA World Exhibition in Cannes, for example, the company sponsored sampling activities at some 25 restaurants across the road from the exhibition hall. Sixteen of these restaurants also had staff wearing the company’s shirts.
In addition, the company works with suppliers to “find new packaging for the travel retail market”. For instance, jumbo rolls of Mentos were created, complete with a logo that read “travellers only”. As five jumbo rolls lined up to exactly 2m, the packaging also gave more prominence to the Mentos brand.
The rewards for such innovative packaging are clear: sales have grown +350% since the jumbo packs were introduced four years ago.
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