Premium
German chocolate company Rausch Schokoladen GmbH is relaunching its
single Origin chocolate portfolio, including its travel retail
exclusive World of Chocolate collection, with a new, up-to-date
design and more precise labelling to reflect the plantation source.
The new look will be shown for the first time to buyers at TFWA Asia
Pacific this year (stand A6/Basement 2).
Created
following market research in Germany and ten other countries, the new
look is clean and modern with better distinction between each
chocolate recipe through different background drawings and detailed
information regarding the source region on the back. Both the Rausch
logo and the cocoa content percentage are larger and more dominant
while the previous background plantation representation on each
wrapper has been placed by an actual image from each region. In
addition, the name of each recipe will now be named directly after
the region from which it is sourced. Inside each wrapper is printed a
history of Rausch and a background on the appropriate region and its
specifics.
The
new look range still includes 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 just
three ingredients: fine flavoured cocoa paste, cocoa butter and cane
sugar (plus whole milk powder for milk recipes) with no added
flavourings or emulsifiers.
The
Rausch ‘USP’
remains the same,
namely ‘it’s
the cocoa that makes the difference’.
The company uses only 100% pure single origin fine-flavoured cocoas
which are not only the most
rare and expensive but also the most delicious and aromatic cocoas in
the world.
Cocoa is sourced directly from farmers, wherever possible, to ensure
quality, then Rausch controls every step of the process from
plantation to production.
The
company’s
market research has also proven the value of its travel retail ‘World
of Chocolates’ range,
designed both for impulse self purchase and gifting,
‘Many very
interesting consumer insights were revealed by the research;
importantly for travel retail it was verified that this channel is
most certainly valuable for premium products. Consumers are prepared
to pay a premium when they are travelling for giftable items,
especially if they are exclusive. What’s
more, when consumers are in a good frame of mind they are more likely
to spend on premium lines, while those in not so good a mood will buy
cheaper lines for comfort eating. We like to think that travellers
are generally in a good mood at the airport. Premium chocolate
purchasing, apart from as a gift, is also a statement of “I
am worth it.’
The
new look range still includes 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 just
three ingredients: fine flavoured cocoa paste, cocoa butter and cane
sugar (plus whole milk powder for milk recipes) with no added
flavourings or emulsifiers.
Since
first launching into travel retail at the end of 2012, Rausch has
refined the range for travel retail and, with the new design now in
place, believes the offer today is more appropriate and relevant than
before. ’Generally
the feedback from buyers to the World of Chocolates range has been
excellent but there was some comment that the packaging design was a
little out-dated,’ continues Schumann We’ve
done a lot of work on improving the look, taking into account factors
such as the consumer is more likely to remember the cocoa content and
the colour of the wrapper rather than the name of the
plantation…hence
these two elements are made stronger and more visible. We are
confident the new look is very contemporary, extremely attractive on
shelf, and ideal for travel retail outlets globally.’
The
travel retail offer comprises:
Small
Bites: A
mixed pack of 32 small bites, each 6.7g, in eight different whole
milk and dark pure chocolate recipes made of fine flavour 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 (35% Papua New Guinea, 43%
Venezuela) and two x dark (60% Peru, 70% Ecuador). 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:
35%
Papua New Guinea, 39% Madagascar, 43% Venezuela, 47% Costa Rica, 60%
Peru, 65% Grenada, 70% Ecuador, 75% Trinidad.
The
fine-flavour cocoa story
Fine
flavour cocoas are 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.
Press
enquiries: Rowena Holland, Essential Communications. Tel: +44 (0) 208
405 8109.
Trade
enquiries: Jörn
Schumann,
Managing Director, Rausch Schokoladen GmbH
Tel: +49 30 757 88 120. Email: JSchumann@rausch.de
Tel: +49 30 757 88 120. Email: JSchumann@rausch.de
No comments:
Post a Comment