Page 92 - IAADFS Summit 2023 Special Edition

INSIDER

Nestlé brings its Food #1 category vision to the Americas through key
focus brands

Nestlé International Travel Retail is
returning to the Summit of the Americas
this year where it will present its ambition
to build food into travel retail’s #1
category to the region’s buyers (Booth
101). NITR’s ambitious strategy will be
delivered through the VERSE model,
which harnesses Value, Engagement,
Regeneration, Sense of Place and
Execution.
Nestlé will bring VERSE to life
through key focus brands KitKat, Smarties,
Nestlé Swiss and After Eight, along with
non-confectionery brand Nescafé.
Alongside core ranges, new products
presented at the Summit of the Americas
will include:
KitKat: NITR is showing the new experiences: marine explorer, fun facts and Americano Intense versions.
KitKat Vegan bar and KitKat Senses an expert quiz. Clicking on each option The Nescafé Roastery and Azera
Tablets, and the debut of new Pistachio and uses the phone camera to explore a virtual Collections are supported instore by
Lotus Biscuit flavors for KitKat Senses marine world providing hours of educa- dedicated merchandising units and offline/
Mini Moments; a four-flavor KitKat Mix tional fun for children as they learn through online digital media.
Sharing Bag (replacing Honeycomb with play. NITR says that returning to the
new White flavor, along with Dark, Milk A Gin, Tonic & Mint flavor After Summit of the Americas is a clear
and Orange); and updated flavors (Peanut Eight limited edition, in 400g travel- indication of Nestlé’s commitment to the
Butter, Milk and White) for the KitKat exclusive pack, and milk chocolate and region.
Chunky Mix Gift Pack. hazelnut Nestlé Swiss 170g tablet round “We have enjoyed very good sales
NITR is supporting the brand in travel out the new confectionery additions being recovery in the region since the COVID
retail with the global KitKat Live Your shown at the Summit. pandemic thanks to the expanded
Break campaign, using the tagline ‘Break Nestlé will also highlight its travel distribution of our iconic brands in both
in a World of Flavor.’ The campaign, which retail options for the Nescafé Roastery airport and non-airport channels of
uses 360-degree digital communication Collection - a premium instant coffee built distribution. We’ve also seen very good
tools to target consumers across their full on a patented split roasting process using performance from our core brands and
travel journey, is now live across key high quality Arabica beans. The batch- NPD’s, helping us to grow our sales
airports including within Latin America. roasted coffee in the Roastery Collection is ahead of passenger growth in the region’s
Smarties: Smarties has switched to offered in light and dark-roasted options. strategic locations. We’re very much
100% recyclable paper packaging, and Nescafé Azera Americano – a looking forward to meeting up with our
continues to lead the sustainable narrative barista-style Americano coffee collection partners and colleagues in West Palm
for confectionery within travel retail. designed to appeal to younger consumers— Beach, continuing our ambition to make
Smarties Cool Creatures is a highlight is also joinging the portfolio, available Food travel retail’s #1 category,” says
of the spring launches. The confectionery in Americano, Americano Decaff and NITR Global Head of Sales Jorge Hadweh.
concept is designed to inspire imagination
and sea exploration through learning. The
kit includes 4 sea-creature construction
sheets, 1 playmat, 8 pencils and sticker
sheets. It also includes four mini tubes
of Smarties, milk chocolates coated in
crispy, colorful shells, in recyclable paper
packaging.
Exclusive to travel retail, Cool
Creatures represents Nestlé ITR’s first
venture into augmented reality, with a QR
code taking users/shoppers to a virtual
world where they can access three digital

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