Essential Communications: Nestlé brings 2012 product range to region with ‘massive consumer potential’

Nestlé International Travel Retail is exhibiting at TFWA Asia Pacific & GATE ONE2ONE this year (stand G30) with strong beliefs on how the Asian market should be approached.

‘The massive consumer potential combined with the ongoing removal of the access barriers through improving infrastructure, greater income, and the disappearance of travel limitations, make Asia a very important market to us - and probably to every other key player in the industry, brands owners and retailers alike. However, it is not only Asia as a region that is important, but also Asians and where they are travelling to that drives growth in our industry.’ Says NITR head of sales Roland Stieger

NITR continues to work closely with retailers across Asia to develop its business and introduce the Perfect Store™ initiative to increase penetration, conversion and basket size.

In doing so, NITR emphasises that suppliers need to acknowledge that the needs and wants of Asians can be different from Europeans. ‘They are faced with very different gifting cultures, different taste and brands preferences,’ continues Stieger. ’We need to acknowledge that the true potential in Asia is accessible only if we actively meet those needs instead of trying to impose concepts adopted from Europe. The size of the potential in Asia deserves – demands -- solutions that are right for this group of consumers. This includes the brand experience, product proposition, down to the language in which to communicate to them.’

A perfect example of this are the new products introduced to celebrate the Chinese Year of the Dragon

To celebrate this most auspicious year, Nestlé has introduced two travel retail exclusive tins. ‘Chinese New Year in particular is an important gifting period and Asian travellers will be looking for customised gifting solutions to celebrate this unique event,’ says Alan Brennan. ‘These two exclusive tins, which capitalise on our best-selling brands NESTLE SWISS and KITKAT, are designed not just for CNY but as a whole year gift sales opportunity.’ The tins – in red, silver and gold for NESTLE SWISS and red and gold for KITKAT – are embossed with Dragon graphics and have a premium look and feel. They contain 350g (66) SWISS Napolitains and 450g (10) KITKAT 4 Finger bars respectively.

These new items join the growing portfolio of travel retail exclusives from NITR which focus on global brands. NESTLE SWISS, KITKAT and SMARTIES, all of which present solutions for different shopper needs

NESTLE SWISS –NITR has introduced an entire new range of six new exciting travel-exclusive items under the NESTLÉ SWISS Premium Collection taking this highly successful brand into a new high-value premium level. Listening to the shoppers’ quest for difference and exclusivity, the brand, as well as all the products, have been developed exclusively for travel retail and are available in no domestic market worldwide.

NESTLE SWISS Alps – Shaped like Swiss peaks and mountains, these exclusive pralines in eight different recipes (five milk and three dark) come in two box formats – 122g and 240g.

NESTLE SWISS Carres – Unique pieces of chocolate which are the perfect translation of ‘Chocolat Brut’ – delicious, chunky and generous ingredients such as pineapple and pepper, almonds and orange, cashew nuts and cranberries, topping a solid piece of Swiss chocolate. Two varients are available – milk and dark – in 160g boxes.

NESTLE SWISS Tender Rocks – Here two exclusive recipes, inspired by chocolate truffles, are shaped and presented like an avalanche of Swiss mountain rocks. In dark and milk varieties, both come in 180g boxes.

SMARTIES With the huge attraction of the DISNEY partnership, NITR is expanding the age appeal of SMARTIES into teens with a new Shrek franchise. This blockbuster movie character, along with his friend Donkey is available as a ‘bobble head’ figurine gift boxed with five SMARTIES tubes, easy to portion and share.

New gift packs have also been introduced for 2012 to refresh and renovate the existing range including a new travel retail exclusive high value gifting dome tube with a premium look and feel. Three options are available, all with an exclusive game in the ‘dome’ of each tube: a Cars Hit & Loop, Winnie the Pooh Fishing Adventure & Memory Game and Enchanted Princess Set. Each also includes three giant tubes of SMARTIES. This new gifting format is accompanied by a brand new SMARTIES Toppers range, with a new game for the Winnie the Pooh Toppers, a pen for the Princess Toppers, and brand new Cars characters from the Cars 2 movie for the Cars Toppers range

To celebrate the confectionery brand’s 75^th anniversary, NITR has introduced a range of Retro Toppers designed to bring back memories of childhood and the heritage of the brand. The limited edition SMARTIES Retro Toppers use original Mickey and Minnie character images plus a unique retro-style design linked to the SMARTIES iconic tube shape and brand values.

KIT KAT – This well known global brand is ideal for informal gifting – as well as snacking and sharing. With the former in mind, NITR is introducing a new travel retail exclusive 405g mixed pack containing white, milk and dark varieties of the world famous KITKAT 4 Finger. It’s ideal for discovering and sharing different tastes.