September 20 2018  |  Confectionery & Fine Foods

Mondelez targets gifting and impulse spend

By Hibah Noor

Mondelez World Travel Retail (WTR) will showcase a new line-up of travel retail exclusives from power brands Toblerone, Cadbury and Milka for 2019 at the upcoming TFWA World Exhibition in Cannes (Riviera Village, Stand RG5). Designed to appeal to a wide profile of global shoppers, the novelties extend Mondelez’s emphasis on two major opportunities in confectionery - gifting and impulse spend.

Mondelez WTR Category Marketing Manager, Irina Tarabanko, said: “Our new exclusives have been developed as solutions to two of the industry’s biggest challenges - low conversion and low spend. With research revealing that one out of four duty free buyers purchase at cash tills, we’ve designed products to optimize this space to take advantage of last-minute impulse buying with products that cater to gifting and snacking needs.”

Tarabanko added: “By leading the way in gifting and capitalizing on impulse-driven spaces, we seek to drive basket size and spend in line with our ‘Delighting Travelers’ category vision.”

Mondelez WTR aims for ‘More Spend’ by driving impulse purchases

According to shopper insights, cash tills and cross-category placements are strategic touch-points for confectionery. Compared to domestic markets, cash tills remain under-represented in travel retail. To capitalize on this opportunity, Mondelez WTR is introducing new products to drive impulse purchases and address the challenge to increase basket size.

Toblerone Tiny Milk Bag (120g)

Available from Q2 2019, the new Toblerone Tiny Milk Bag (120g) offers an easy and affordable last-minute gift option. The format leverages on both cross-category and cash till placements.

Milka Snacking Bags (200g)

Milka adds to its snacking range through the introduction of two new Snacking Bags, available in Alpine Milk or Oreo. The 200g bags include 6 to 8 individually wrapped countline bars. Alpine Milk is a Milka classic – a delicious, smooth chocolate created from 100% Alpine Milk –, while Oreo combines crunchy bits of the world’s favorite cookie with a crème filling, covered with rich Milka chocolate. Available from Q2 2019.

Mondelez WTR aims for ‘More Often’ by expanding in Gifting

When it comes to confectionery purchases in duty free, over a third of shoppers are looking for products for others. Mondelez WTR will capitalize on the gifting opportunity through exciting new flavors and special editions, destination-specific and occasion-specific products that play to the ‘Memory’ segment.

Milka Strawberry Cheesecake Tablet (300g)

The new 300g Milka Strawberry Cheesecake Tablet combines delicious layers of smooth and creamy cheesecake, crunchy biscuit and tasty strawberry flavors. At the heart of the tablet is the cheesecake layer, which is coated in tender Milka chocolate. Generous in both size and tastiness – the perfect treat to share with friends and family. The tablet will appear on shelves from Q3 2019.

Cadbury Fruit & Nut Pouch (390g)

Cadbury’s new 390g Pouch is filled with 8 countline bars in the iconic Fruit & Nut flavor. The much-loved combination of dried fruit and chunky nuts smothered in chocolate is perfect to enjoy with family and friends – a treat for all, now in a convenient-to-share format. Available from April 2019.

Cadbury Premier League Ball (290g)

Marking Cadbury’s ongoing partnership as the official snack of the English Premier League, Cadbury is rolling out a Cadbury Premier League ball that combines the universal love of chocolate with the universal love of football. The ball contains a tasty mix of individually-wrapped miniatures among some of Cadbury’s most beloved flavors, including creamy Dairy Milk, gooey Caramel and crunchy Wholenut. This product will be available from April 2019.

Toblerone Seasonal Bar (360g) & Toblerone Tiny Seasonal Bag (272g)

Back by popular demand, Toblerone’s ‘Happy Holidays’ range is available from October 2018 to February 2019 in the flagship 360g Bar and Toblerone Tiny 272g bag formats. Both products have enjoyed a festive makeover, decorated with the ‘Happy Holidays’ slogan and a colorful splash of confetti.

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