The House of Julius Meinl prepares to unveil key new launches in Cannes

The House of Julius Meinl is set to make a bold statement at this year’s TFWA Cannes Exhibition (Kex Confectionery, Red Village, J9), with the unveiling of a new wave of innovation for its fast-rising premium confectionery brand, Mozart Koogles.

At the 2025 show, the company will present a contemporary reimagining of the Mozartkugel – Austria’s most iconic confectionery product. Key innovations will include the Mozart Koogles Mini format and the first-of-its kind Functionals Koogles range.

This new collection introduces a pioneering concept to the praline segment: functional indulgence. Mozart Koogles Re:ACT, infused with natural caffeine, and Re:LAX, enriched with magnesium and lemon balm, are the first premium pralines to incorporate wellness benefits, unlocking new and lucrative lifestyle consumption opportunities.

Complementing the Functionals range is a line-up of exciting new flavors, unlike anything traditionally found in the Mozartkugel category. Drawing on global inspiration, these flavors include Lychee, Date & Coffee and Marc de Champagne, all presented in contemporary, design-led, sustainable packaging.

Accelerating channel growth

Following its global launch in 2024, Mozart Koogles has rapidly gained traction in global travel retail. The brand is now listed with key retailers including Lagardère, Heinemann Austria, and Avolta, with proven sell-out performance and highly positive consumer feedback. The Middle East and the Nordic region are among the next targeted regions for expansion.

“As a relatively new player in global travel retail, our strategic priority to date has been to establish brand visibility and build awareness,” notes Nick Nogai, House of Julius Meinl Global Confectionery Business Director. “We are actively investing in robust in-store support – including brand ambassadors, sampling, price promotions, and stand-out seasonal visibility initiatives – across all listed locations. We view travel retail not only as a sales channel, but as a critical platform for building brand equity, and for driving sustained trial and conversion.”

He continues, “At this year’s Cannes show, one of our key objectives is to reinforce Mozart Koogles’ position as a modern, premium gifting brand that redefines the traditional praline category. We will also showcase our second exciting brand – Heidi Chocolate – which has already secured its first travel retail listings (including Dubai Duty Free), alongside our company-wide commitment to sustainability and environmental responsibility.”

Tailored for travel retail

Mozart Koogles’ travel retail-exclusives – including the compact "baguette" format that is ideal for impulse purchase/gifting – have been designed to offer high visibility and on-shelf impact. The brand’s top-selling 205g premium gifting box has been well received in airport gifting zones.

“Looking ahead, we see further potential to enhance regional engagement through tailored customization, by adjusting packaging formats to create occasion-based editions or to meet local preferences, and by creating bespoke flavor variants.

“Our low minimum order quantities ensure that there is plenty of flexibility to leverage within the Koogles concept, making the brand a highly versatile and agile partner for travel retailers worldwide," Nogai concludes.