Page 36 - TMI Special 10-11 2020 FlipBookv2

INSIDER
INSIDER

Nestlé offers consumer-driven innovation in response to COVID

challenges

Nestlé International Travel Retail “But Nestlé believes in this industry. Sustainability: SMARTIES moves to
(NITR) remains committed to the Nestlé believes in this channel. We have paper packaging
confectionery category in travel retail and been successful for 154 years because we
continues to invest in measures to drive stick it out,” he said.
industry growth despite the challenges “Our industry has always shown
posed by the COVID-19 pandemic and its itself to be resilient over the long-term.
impact on travel. Identifying the correct growth drivers to
In an online media briefing in early meet the needs of the post-COVID 19
September, NITR general manager Stewart traveling consumer are critical to moving
Dryburgh and Marketing Manager Tamara forward and our innovations for 2021
Spada said the company maintains its reflect this – notably the economic effect
faith in the sector’s resilience and ability that COVID-19 is having on disposable Nestlé continues its sustainability
to recover and previewed several product incomes.” program for its SMARTIES brand by
innovations that will help drive its As it has for the past few years, removing all single use plastic packaging
recovery. NITR bases consumer engagement on and moving to paper across all formats.
As part of the world’s largest food and the four-pillar brand-building model of This year, Nestlé relaunched the
beverage company, Nestlé has weathered SOUL – Story, Occasion, Unique and SMARTIES Travel Retail Exclusive Music
the COVID-19 storm better than many Local. In the current environment, NITR Creator with a new carton box and digital
other companies. “People need to eat. will be focusing on its best-selling SKUs content.
And we are very fortunate to be part of a with an eye towards differentiation from In the year to come, the brand will
company that helps feed the world,” said the domestic portfolio, explained NITR change its full core confectionery range
NITR general manager Stewart Dryburgh. Marketing Manager Tamara Spada. to recyclable paper packaging, including
“But no business unit within Nestlé replacing the plastic lid on the SMARTIES
has been as badly hit as ours,” warned KITKAT to drive recovery Giant Tube with a cardboard closing, as
Dryburgh. On the plus side, as of last year, KITKAT, which has been delivering well as replacing the plastic Topper figures
NITR has been expanding its portfolio on consistent growth ahead of the market, with paper stickers; and converting the tube
food in the broader sense and as well as is NITR’s key strategic brand to drive shape to a hexatub with a paper sticker. The
opening new channels beyond the airport. recovery in 2021. This accelerated growth plastic SMARTIES bags and pouches will
“We increased our focus on duty has been primarily driven by KITKAT’s be replaced with sturdy paper.
free zones and border stores, diplomatic premium offering, KITKAT Senses, says “This move is a great example of
and military, areas where we felt we were Spada. Nestlé taking the lead in sustainability,”
underdeveloped. A lot of products sold For 2021, Nestlé is extending the continues Dryburgh. “We were the
in these channels are the day-to-day food line with a lower-priced travel retail first confectionery brand to use 100%
category business rather than the impulse exclusive – KITKAT Senses Tablets --with sustainable cocoa for KITKAT. Now with
buying of confectionery you see in airports. a suggested retail price of under five euros. SMARTIES we are the first children’s
This has really offset some of the worst that The new tablets are available in three global confectionery brand to move to
has happened this year,” he noted. flavors: Caramel Crisp, Cookie Crumble paper across all formats.”
and Hazelnut Crunch, and will launch on NITR will also be starting the roll out
March 1, 2021. of recyclable packaging for all its travel
“KITKAT Senses Tablets create a retail Nestlé Mixes & Quality Street pouch
complete brand portfolio with products and sharing bags during 2021. Nestlé aims
available to suit any occasion within to have 100% of its packaging recyclable
the Elevated Experience and Deeper or reusable by 2025.
Connections need-states,” explains
Dryburgh. NESTLÉ SWISS: A travel retail
Nestlé will bring the KITKAT exclusive success story
portfolio to life in 2021 with its V.I.B NESTLÉ SWISS, Nestlé’s successful
Lounge concept initially introduced to travel retail exclusive tablet with visible
retailers at TFWA World Exhibition last ingredients launched in 2019 with three
year and implemented highly successfully flavors, is relaunched in a new “more self-
for Chinese New Year during January 2020 indulgent size” of 170g. The three original
at Singapore Changi Airport Terminal 2 in flavors are joined by NESTLÉ SWISS
partnership with Lagardère Travel Retail. Dark Blueberry 170g.

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