Ferrero Travel Market's La Biscotteria concept builds on the global popularity of the Nutella and Kinder brands and creates attraction on the shop floor in order to enhance the consumer experience
In celebration of Chocolate Day (July 7), Global Travel Retail Magazine connected with Ferrero Travel Market to learn more about its presence in the biscuit segment of the confectionery and food category. The Italian confectioner has introduced its La Biscotteria concept, which acts as a branding umbrella for three biscuit SKUs: Kinder Cards and two formats of Nutella Biscuits.
The introduction followed a successful release of the three through limited exposure in select European domestic markets.
Described as the centerpiece of its efforts to develop the segment, Sergio Salvagno, General Manager at Ferrero Travel Market, says La Biscotteria targets two main purchase drivers: gifting and sharing. According to Salvagno, the concept builds on the global popularity of the Nutella and Kinder brands and creates attraction on the shop floor in order to enhance the consumer experience. This line of thinking promises to increase footfall and spend, as shoppers today want to experience innovation, but also brands they know, love and trust.
Sergio Salvagno, General Manager at Ferrero Travel Market
“The biscuit segment is one of the most interesting and currently under-served [segments] in the channel and we believe it has great potential as a generator of growth and spend, as well as shopper satisfaction; La Biscotteria is our answer to this opportunity, with an innovative concept for travelers.”
“Kinder Cards offer a simple and nutritious snack, combining the creamy milk and chocolate flavor of Kinder with a delicious biscuit, while the Nutella biscuits take that distinctive biscuit recipe and fashion a hollow shell, filled with Nutella and topped with a second biscuit to delight consumers of all ages,” explains Salvagno.
Along with receiving a positive response from retail partners, Ferrero Travel Market has seen strong results in the Middle East and Europe, where the concept debuted following its unveiling at TFWA World Exhibition & Conference in Cannes last year. The company is now rolling out La Biscotteria in Asia Pacific after a great reception at TFWA APAC in Singapore in May.
The concept acts as a branding umbrella for three biscuit SKUs: Kinder Cards and two formats of Nutella Biscuits
Top brands and new ideas
On a similar note, Salvagno notes that the Ferrero Rocher Tablets range is also experiencing a positive response, representing the beloved brand Ferrero Rocher in a new and exciting format. Available in three flavors: milk, dark cocoa and white and in an exclusive travel retail multi-pack format, Ferrero Rocher will be rolling out the line in the Americas and Asia Pacific this summer.
“We know that simply giving shoppers more from top brands isn’t enough; to keep consumers inspired we must deliver new formats and innovations which keep the retail experience exciting and engaging. La Biscotteria and our Tablets range are prime examples of this. They are not only new ideas, but also build on the power of globally recognized brands.
“The importance of brand recognition is always going to play a vital role in this market; in Asia Pacific, for example, Ferrero Rocher is a key force in driving spend recovery in the sector due to its popularity amid shopper demand for premium chocolate. This is something we will build on with the upcoming rollout of our Tablets range in that market,” he says.
Storytelling is a key at Ferrero Travel Market, especially when it comes to communicating brand success stories associated with sustainability. As part of its four pillars: protect the environment, source ingredients responsibly, promote responsible consumption and empower people, which are imbued into everything Ferrero Travel Market stands for, the company seeks to deliver “delightful and emotional” experiences for shoppers.
