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Making travel magical Leading confectionery brand Lindt is conjuring up tempting new products to appeal to the Middle East’s strong gifting and souvenir segments by JAS RYAT

The World Traveller Collection continues to be a major success as it appeals to travelers globally


ake traveling magical” is the exciting objective for Swiss confectionery brand

Lindt for 2019. Offering a degree of personalization, such as creating eye-catching displays and engaging promotions and service, will help to convert browsers – an important segment in the confectionery category – into shoppers, according to Peter Zehnder. “At Lindt, we believe that duty free should be a magical place, with a dash of magic,” he enthuses. For Lindt, this will be achieved in a number of ways, as Zehnder explains. First, Product Power: stocking surprising, travel retail exclusive products to appeal to a global audience; Passion: hosting in-store confectionery events placing Lindt Master Chocolatiers at center stage to engage travelers, increase store perception, and enhance POS; Premium: offering high quality products, production and sourcing; Perfection: delivering perfect execution in product, packaging and point of sale; Partnership: establishing long-lasting and mutually beneficial business relationships with partners; and Pace: being quick to adapt to ever-changing consumer and traveler trends. Turning to the Middle East market, this is an important region for Lindt in travel retail, as the company has close relationships with its trade partners there and has been the number one brand in Dubai, for example, for many years. In addition, Lindt has been able to expand its presence with new magical POS set-ups in the region: just these days a new shop in shop in Beirut including an

eye-catching Pick n’ Mix fixture is opened together with renewed and highly visible features in Dubai, Qatar and the new new Pick n’ Mix in Muscat.

Growing demand for souvenir gifts

Zehnder observes that the market performs differently from the rest of the travel retail confectionery sector: it’s the only region where snacking/selfconsumption is not on the increase but declining. “Instead, premium gifting is growing stellarly, and it is the region with the highest growth in destination gifting,” he reveals. In consequence the assorted Napolitains plus the newly launched souvenir gifts in this range, such as the Tin Suitcases have become best-sellers, tapping into the growing demand for souvenir gifts. These products have been supported at POS with eye-catching trolley-like displays and activation campaigns In the Middle East, Lindt regularly pre-launches interesting product concepts with Dubai Duty Free. For example, in March 2018, the company premiered its Naps Suitcase. Top-selling gifting products in the key Middle East locations are the Lindor flavor editions, such as its 2018 Coconut edition Also The Assorted Pralines is an important line, as gifting is inherent in Middle Eastern culture. Turning to global trends generally, Zehnder observes that passenger numbers are growing, but spend per passenger is going down, so supplying gifts, sharing products and snacks and self-consump-


Recently unveiled during TFWA World Exhibition, the LINDOR Mini Tubes, are meant in to introduce a new gifting option

tion products at lower price levels is key for 2019 and beyond. During the TFWA World Exhibition, Lindt & Sprüngli unveiled a new assortment of travel retail-exclusive innovations catering to a range of tastes and age groups, including Mini Pralines, an informal gift for younger consumers; and the LINDT Maxi Plaisir snacking range appealing to the millennial target; also more gifting options including the new LINDOR Dark Selection, the LINDOR Mini Tubes and the Naps World Traveller Collection got presented, together with an activation plan of stunning, interactive and digital executions. “Due to the nature of our business and the strong focus on many nationalities of gifting, the art of gifting will ever remain important,” he adds. “The trend goes to more personalized gifting solutions, so this is certainly a trend we are looking into for future developments.”

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Gulf-Africa MEADFA 2018  

Gulf-Africa MEADFA 2018