Ricola, the expert in Swiss herb
confectionery, is already seeing results from its investment into developing
travel retail exclusive concepts, presented to buyers at TFWA World Exhibition last year.
In pocket-size packaging perfect
for impulse purchase and offering excellent retail margins, the new lines will
be listed by Dubai Duty Free (only 75g tins), Dufry and Heinemann this year. In
addition, the four limited edition tins created exclusively for Dufry stores in
Europe will continue to be available through 2018.
“We’ve been very pleased with the
reaction to our new travel retail portfolio,” says Andreas Reckart. Head of
Travel Retail and Middle East at Ricola. “The Heinemann, Dufry and Dubai Duty
Free listings are an excellent kick start for us in our drive to position
Ricola as a unique brand in the global travel retail business. The added decision to expand our regional
presence with Dufry is also very significant in our ambition to develop our
travel retail business beyond Europe.”
Ricola’s new travel retail
concepts have been developed based on extensive consumer research that revealed the need for self-purchase
products to combat the problems associated with
travel – dry cabin air, lack of water, mouth freshness/breath and change of
climate.
The resulting two items for global travel retail 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.
Reckart says the emphasis for 2018 will be on promoting the company and
brand to drive awareness of the heritage and history behind its product
offer. “It’s important to promote the
products of course, but equally vital is that customers understand the company
behind the brand,” he says.
Ricola is globally known for its premium
herb drops, based on a blend of 13 herbs cultivated in the Swiss mountains
using environmentally friendly methods. Not only do Ricola products taste
great, they also sooth the throat and freshen the breath and, in addition, the majority of the Ricola products are sugar
free! Ricola
also pays great attention to the quality of its other basic ingredients and
uses no artificial colourings or flavourings. High-quality
ingredients are a top priority for Ricola.
“We’re really
excited for 2018; this is going to be the year that all the hard work on developing the right portfolio
for travel retail will pay off,’ says Reckart.
