Rausch targets Travel Retail globally with Single origin chocolate range

Premium German chocolate company Rausch Schokoladen GmbH is targeting buyers at TFWA World Exhibition this year (booth E35/Yellow Village) with a range of travel retail exclusive lines. First shown at TFWA Asia Pacific this May, the range is now being launched to travel retail markets globally ‘We were delighted with the response in Singapore,’ says Rausch Managing Director Joern Schumann. ‘The travel retail range was extremely well received and we are now ready to market the final offer to buyers worldwide.’

The Rausch ‘USP’ is ‘it’s the cocoa that makes the difference’. The company uses only 100% pure single origin fine-flavoured cocoas which are, Schumann explains, ‘the most rare and expensive but also the most delicious and aromatic cocoas in the world. Only about 5% of the world’s annual cocoa harvest is fine-flavoured cocoa. 

Rather like wine, each has its own very distinctive flavour. The flavours of cocoa are determined by the genotype and growing region, thus each tastes unique. This is very different to bulk cocoas which are harvested from cloned specially cultivated cocoa trees with high yields and productivity. Fine flavour cocoas – the original cocoas – require a lot of care and time to allow their special flavours to unfold.’

Wherever possible, Rausch buys its fine-flavoured cocoa direct from farmers to ensure quality, then controls every step of the process from plantation to production. The result is eight different chocolate recipes ranging from 35% to 75% cocoa from countries of origin including Grenada, Trinidad, Costa Rica and Madagascar. Each recipe is ‘pure’, eg unblended regarding origin and quality and simply made from fine flavoured cocoa paste, cocoa butter and cane sugar (plus whole milk powder for milk recipes) with no added flavourings or emulsifiers. ‘The range offers complete flavour diversity, creating pure chocolate varieties which will delight all chocolate connoisseurs,’ says Schumann. ‘Our motto is quality without compromise.’

The travel retail ‘World of Chocolates’ range has been designed both for impulse self purchase and gifting, as part of an overall aim to strengthen the company’s overseas business. ‘We export to over 30 countries but believe there is still huge potential to expand,’ continues Schumann. ‘We are very strong in Germany, of course, and are also seeing increasingly good results in Asia, particularly China, and good growth in the Middle East and the Americas. We believe that travel retail can help us to further leverage growth in domestic markets and are confident that Rausch can become as well known a brand in this distribution category as it is in Germany.

‘Our first show in Cannes last year certainly proved that there is a market for quality, premium and pure chocolate in travel retail; we also discovered the need and expectation for exclusive travel reteail lines – hence the development of three lines which would enable consumers to experience both a variety of chocolate tastes and the different formats which Rausch offers in the domestic- channel. We have also tried to offer added value, so all the packaging has the potential for further use.

Small Bites: A mixed pack of 32 small bites, each 6.7g, in eight different fine flavour milk and dark cocoas. Presentation is in an attractive mini hessian cocoa bag tied with a ribbon. The perfect gift for the growing snacking and sharing trend, Small Bites is perfect for consumers wishing to taste the different chocolate intensities.
Sticks: Eight different chocolate sticks of 40g each are presented in a natural wood ‘cylinder’ which can be used afterwards as a container for pens/pencils etc. Ideal for snacking or gifting, these individual sticks will satisfy one’s chocolate craving at home.

Bars: A high quality wooden gift box containing a mix of four 100g bars in different intensities ( two x whole milk (Noumea/Puerto Cabello) and two x dark (Amacado/Trinidoro). Each bar gives an intense flavour, unrivalled in the world of chocolate – it is ideal as an impulse gift item.

Notes to editors: Rausch Privat-Chocolatiers was founded in 1918 and is now run by the fifth generation of the Rausch family. Rausch also operates the world's largest chocolate shop in Berlin – Fassbender & Rausch Chocolatiers - comprising a store and a restaurant. The company’s heart shaped chocolates are well known on Air Berlin with some 15m hearts produced for and being given out to passengers each year.

The eight varieties of chocolate being used are: Nouméa 35% cocoa, Madanga 39%, Puerto Cabello 43%, Guacimo 47%, Amacado 60%, Grenada 65%, El Cuador 70%, and Trinidoro 75%.

The fine-flavour cocoa story

Fine flavour cocoas are the not only of the most rare and expensive but also the most delicious and aromatic cocoas in the world. Their taste and aroma is based on sort, growth region and processing of the raw cocoas, as is the case with good wine. Only about 5% of the world’s annual cocoa harvest is fine-flavoured cocoa. Of this approximately 5%, Rausch only use the best beans for Rausch Plantagen-Schokolade. Rausch Plantagen-Schokolade, first introduced to the market in 1998, now has a line of eight chocolate types that uses only 100% fine cocoa from plantations located in the best growing areas of the world. The on-site work that Rausch supports is important for high-quality cocoa. Rausch employees regularly visit the plantations and not only monitor the established quality standards, but also train and develop the cocoa farmers. Rausch also provides technical and financial support for the plantations.