Mondelez Refreshes Chocolate Gifting Offer As It Gets Set to Unveil Bold Growth Strategy in Cannes

Mondelez refreshes chocolate gifting offer as it gets set to unveil bold growth strategy in Cannes

By Jas Ryat on September, 6 2017 | Confectionery & Fine Foods

Mondelez World Travel Retail (WTR) is set to present its 2018 strategy at the TFWA World Exhibition, focusing on a range of exclusive novelties designed to attract the new generation of travelers (Stand: Riviera Village RG5).

“With our robust shopper insights and portfolio of iconic brands, Mondelez WTR is well placed to leverage our position as travel retail’s leading confectionery supplier, to capture today’s digitally- savvy travelers,” said Andreas Fehr, Managing Director, Mondelez WTR.

“We have a comprehensive plan that includes a strengthened gifting oﬀer in chocolate and a blueprint to grow the biscuit sub-category, and this will be supported by a new digital engagement strategy. We look forward to presenting our ideas to the trade, and bringing them to life with our retail partners, delivering ‘More Shoppers’, ‘More Spend’, ‘More Often’ in line with our Delighting Travelers category vision,” he added.

Mondelez WTR is expanding the gifting oﬀer in travel retail with a line-up of new travel retail exclusives from its popular chocolate brands, designed to cater to diﬀerent shopper needs.

Toblerone is reinforcing its position as the number one confectionery brand in travel retail with the launch of new products catering to the Memory and Share segments.

For the upcoming festive season, the brand is unveiling Toblerone Happy Holidays Tiny Mixed Bag 272g and Milk Bar 360g, featuring a limited-edition packaging design with global appeal to cover various holiday celebrations.

The Tiny Mixed Bag 272g contains 34 individually wrapped pieces of Toblerone Milk, White and Dark Chocolate in miniature 8g bars for sharing, while the pre-sleeved Milk Bar 360g is targeted at the gifting sector.

Also answering to the Share segment is Toblerone Tiny Crunchy Almonds 272g, which combines one of the most successful Toblerone ﬂavors with the best-selling Tiny format.

The new variant contains 34 individually wrapped snack-sized pieces of milk chocolate with honey and almond nougat, enriched with crunchy caramelized almonds and a tinge of salt, in an exclusive blue and gold bag.

Milka is capitalizing on the popularity of its brand mascot, Lila the cow, to increase its share in the fast-growing Fun segment. The Alpine milk chocolate brand will introduce two new family-friendly gifting options with interactive packaging.

Milka Fun Naps 101g is a canister ﬁlled with 22 individually wrapped milk chocolate naps, topped with a novelty Lila the cow moving toy head. The resealable plastic cup gives it secondary usage value, making for a versatile and aﬀordable gift.

Milka Alpine Cow 70g comes with a Lila the cow plush toy. The storage box contains 15 milk chocolate naps and depicts an Alpine scene, making it a gift designed to evoke a sense of wonder and fond memories of travel.

Cadbury is introducing a new sharing format targeted at travelers from the Middle East and Indian subcontinent – an increasingly important consumer segment for the chocolate brand.

Expanding beyond its core tablet and pouch range, Cadbury will introduce the Countline Box 540g, ﬁlled with 12 individually wrapped single bars for sharing. The boxes are available in three popular ﬂavors: Dairy Milk, Dairy Milk Whole Nut and Dairy Milk Caramel.

Sweden’s leading chocolate brand Marabou is bolstering its strong growth in the Nordic countries with the addition of a popular new ﬂavor to its king-size tablet range.

Marabou Salty Almond 220g combines milk chocolate and crisp almonds, gently seasoned with sea salt ﬂakes. The king-size variant is a shared snacking experience and can easily be promoted alongside Marabou’s existing tablet range, Mondelez said.

Irina Tarabanko, Category Marketing Manager, Mondelez WTR, said: “Product innovation built on shopper insights remains at the heart of our strategy to win over the new generation of travelers, who are looking for exclusive gifts and authentic brand experiences.

“The launch of our 2017/18 novelties will be supported by a 360-degree program covering both digital platforms and in-store activations, and we hope to build on the success of innovations such as Toblerone Messages in 2018 and beyond.”