Colourful products, a ‘feel-good’ stand and a new ‘Greetings from…’ campaign are all features of Ritter Sport’s participation at next week’s TFWA Asia Pacific Exhibition in Singapore (Level 2, G29).
The German chocolate company’s booth has been redesigned to offer visitors a comfortable meeting place “more like a living room than an exhibition stand”. With a focus on sustainability, the space features recycled materials and upcycled furniture while the floor and overall construction will be reused at other trade fairs.
Ritter Sport’s ‘Greetings from…’ campaign highlights sense of place and aims to offer a strong PoS presentation through customised sleeves with destination designs on the Mini Towers line. The activation was successfully launched with Eraman at Kuala Lumpur International Airport in March and is rolling out with King Power at Bangkok Suvarnabhumi Airport this month. A collaboration with Gebr. Heinemann at Hong Kong International Airport will follow in June.
Ritter Sport Global Travel Retail Managing Director Jan Pasold said: “This simple creative execution can have a big impact in creating an additional purchase incentive for the traveller. We believe this campaign is the perfect opportunity to offer customers an individualised, personalised product. As a great indulgent gift from their travels, this also targets both self treat and gifting.”
The activations will also highlight Ritter Sport’s travel retail-exclusive lines, which include the Choco Cubes Fruity Mix Pouch and newcomer Fruity Yogurt Pouch. The brand noted Choco Cubes’ strong performance in the channel, soon to be buoyed with yogurt and berry-based varieties: Yogurt, Black Currant Yogurt and Strawberry Yogurt.
The Ritter Sport Choco Cube chocolates do not contain artificial colouring and flavouring and are presented in a paper-based bag. Choco Cubes feature natural ingredients and cocoa from 100% sustainable, certified cocoa sources.
Pasold noted the popularity of the fruity yogurt flavours in the Asia Pacific region. “With the addition of new flavours, Ritter Sport is looking to strengthen the Choco Cubes product line-up as we know that small bites are performing very well in travel retail,” he added.
Considering Ritter Sport’s strength in the Asia Pacific region, Pasold said: “Travelling consumers, in particular Millennials and Gen Zs, are on the lookout for something different, something eye-catching, products that relate to their tastes and their belief that brands can do more than just sell chocolates.
“At Ritter Sport our strategy remains focused on ‘Chocolate full of Joy and Goodness’, with sustainability deeply rooted in the brand’s DNA. That is evident in our paper-based packaging, our use of 100% certified sustainable cocoa and Ritter Sport’s status as a carbon-neutral company.
“We are confident Ritter Sport has what it takes to make a difference in the confectionery category, and we look forward to sharing our development plans for the Asia Pacific region with current and prospective partners.”
Other travel retail-exclusive lines to feature at the Singapore event include the Vegan Tower, with new flavours Crunchy Almond and Crispy Cookie added to the 5 x 100g gift box. Tasty Vibes offers three flavours: Chill out Creamy Milk, Groovy Crunchy Pretzel (combining milk chocolate with chunky pretzel) and Funky White Lemon (with a fresh and fluffy lemon mousse in crisp white chocolate). ✈
