Storck targets expansion in APAC through extending range availability and visibility
Driving innovation in confectionery and snacking categories, Werther’s Original Caramel Popcorn was introduced this year. Available in travel retail in a resealable 140-gram pouch, it offers travelers a new taste and texture sensation in a convenient on-the-go format
Highlighting key brands including Werther’s Original, merci, Knoppers, Toffifee and Riesen, Storck is confident it has the products to meet the demands of traveling consumers in the Asia Pacific region.
The Storck Travel Retail team will be on-stand at the TFWA Asia Pacific Exhibition in Singapore (FNA stand, G23 Basement 2) in May to share details of its upcoming activations across Asia with current and new travel retail partners. It will showcase its travel retail offer, with a focus on key brands and exclusive lines.
Storck Travel Retail Managing Director Andy Mutton, says, “The Asia Pacific region is a key market for Storck where steady growth has underlined the strong partnership we enjoy with our distributor Focus Network Agencies (FNA). “The confectionery category is facing unprecedented challenges, especially those related to the impact of increasing cocoa costs, and we are fortunate to offer a portfolio of brands with both chocolate and sugar elements to be able to weather the storm. Strong brand recognition plays a key role in Storck Travel Retail’s strategy in the sector.
“Our popular chocolate brands of merci, Toffifee and Werther’s Original continue to perform strongly with their gifting and sharing offerings. Knoppers wafers are perfect for traveling consumers as a light on the go snack.”
Mutton underlines Storck’s strong back story. The company was founded in 1903 in Germany by August Storck and is family-run, with a focus on quality, craftsmanship and customer satisfaction.
“In travel retail our strategy is to offer the right portfolio, at the right location and at the right price. Our brands cover all the gifting, sharing, self-consumption and snacking moments in the chocolate and sugar confectionery category. We aim to ensure product accessibility and visibility, and customer engagement through products which are exclusive to travel retail, limited editions and personalization options, along with a forward-thinking sustainability strategy,” he says.
Storck Travel Retail is set to roll out several activations in Asia. These include a Werther’s Original promotion in collaboration with Eraman in Kuala Lumpur International Airport. The activation, running from May 1 to June 30 in Contact Pier Zone G, will highlight “mindful munching on the go” and Werther’s Original Popcorn and Blissful Bites.
The campaign will build on Werther’s Original’s brand heritage at the same time as targeting younger consumers including the increasingly important Gen Zs.
Storck’s popular Knoppers brand is set to feature in Thailand’s Suvarnabhumi Airport with King Power Duty Free from May 1 to May 31 and mercy will claim the spotlight at Singapore Changi Airport from June 1 to June 31 with promotional offers to appeal to shoppers to drive conversion.
“TFWA Asia Pacific offers the perfect platform to nurture relationships, share our brands and find new ways of reaching our shoppers in collaboration with our partners.” Mutton adds. “Our focus on core brands, availability and visibility ensures that travel retailers have the products that match and meet the needs of today’s traveling consumers.”
merci: a sincere ‘thank you’
Storck’s outstanding merci ranks as the number four most popular boxed chocolate brand in the world, boasting a bean to box production process which ensures unmatched premium quality, design and presentation.
Living up to its name, merci is the perfect gifting product for shoppers in travel retail where its success has been built on its sincere ‘thank you’ message. merci chocolates are available in eight varieties: Chocolate, Coffee & Cream, Hazelnut – Almond, Hazelnut – Creme, Marzipan, Dark Cream, Dark Mousse and Praline – Creme.
In travel retail, merci’s premium packaging includes gold lettering and destination-based icons, with the spotlight remaining on the product. With a big focus on gifting and personalisation, limited edition merci packs, which are exclusive to travel retail, return to the channel this year, with messages including ‘You’re Amazing’, ‘Missed You’, ‘With Love’ and ‘Great to See You’.
Toffifee: togetherness through sharing
The standout Toffifee brand also rates among the top ten boxed chocolate brands in the world. Each caramel cup, which contains a whole roasted hazelnut, is filled with a smooth, creamy hazelnut spread and topped with a smooth layer of chocolate.
This everyday treat ticks all the boxes in gifting, sharing and self-consumption, with 200-gram and 400-gram travel retail exclusive packs in a standout bronze color.
Werther’s Original: a little piece of warmth
With a global brand value of €641 million (US$728 million), according to Euromonitor 2024, Storck Travel Retail’s flagship Werther’s Original consistently claims the title of the world’s most popular caramel brand.
A classic caramel, with a brand heritage dating back to 1909, Werther’s Original speaks traditional craftsmanship, the use of natural ingredients including real butter and fresh cream and an iconic smooth, moulded caramel.
A sharing pack of Caramel Favourites is exclusive to travel retail and Werther’s Original Caramel Popcorn was introduced last year with every piece of popcorn covered in creamy Werther’s caramel for a truly indulgent snack. New this year is the Salted Caramel product, tapping into current flavor trends, this recipe offers perfectly popped corn, covered in a combination of the sweetness of Werther’s creamy caramel with a hint of salt. The product is available in travel retail in a resealable 140-gram pouch, offering travelers a new taste and texture sensation in a convenient on-the-go format.
“This range drives innovation in the confectionery and snaking categories and taps into different consumer need states within travel retail,” Mutton says. “Offering something apart from the traditional sugar or chocolate offer, it is ideal for sharing or as a self-treat.”
Knoppers: the light on-the-go snack
Ideal for traveling, Knoppers combines a crispy baked wafer and chocolatey nutty spread with crunchy hazelnut pieces and a creamy milk filling. This layered treat is individually wrapped to offer a tasty, light yet substantial treat that won’t spoil mealtimes.
The Knoppers Travel Edition includes 15 wafers, packed in a travel-friendly outer carton to protect the Knoppers with an easy open perforation.
Riesen
Riesen offers the ultimate dark chocolate toffee with a Gavoa Cocoa blend. An exclusive pack of 605 grams, 66 pieces is available in travel retail.
