Ricola, the Swiss Herb confectionery specialist, will have its new travel retail exclusive products available to see on its stand at the upcoming TFWA World Exhibition & Conference (Mediterranean Village, N9.)
In pocket size packaging, perfect for impulse buy purchase and offering excellent retail margins, the final new product concepts are:
1. A checkout item for individual consumption consisting of 75g tin boxes in three different designs, unwrapped, containing 2.5g sugar-free herb drops in three flavours: Original Herb, Lemon Mint, and Cranberry.
2. A shelf item for individual consumption comprising of a 125g bag, wrapped, containing 3.6g sugar-free herb drops in a mixed doypack, three flavours: Original Herb, Lemon Mint, and Eucalyptus.
The decision to create new travel retail exclusive products came after research was carried out by mind-set in Frankfurt and Hong Kong airports. The research looked at key drivers of candy sales, the perception of Ricola as a brand and the perceived benefits of its herb drop range and showed that at both airports the majority of candy purchases were for self with mouth refreshment and/or breath freshening a key driver.
“Common findings for both airports are the requirement for great taste and a self-treat of course,” says Andreas Reckart, Head of Travel Retail and Middle East at Ricola. “Other factors include soothing a sore throat, relieving hoarseness, cough or cold, the need for a natural/healthy alternative, and sugar free products.”
Ricola’s aim is to position itself as a truly global yet unique brand in the global travel retail business, with distribution through the top ten retailers globally. The new range will be supported with strong branding, merchandising and promotion to secure personalised space in the top ten international airports. Europe is currently the region where Ricola is best known and most successful, but the company is now shifting its attention to focus on further developing its travel retail and domestic business outside of its European stronghold.
“We are thrilled to be exhibiting again this year, especially since our new products are finally ready to be seen and experienced by buyers,” continues Reckart. “The last TFWA trade shows we attended were very insightful and rewarding, but we didn’t actually have our new products to show; now we do, and it’s time for our travel retail business to really start skyrocketing.”