Goldkenn’s “Sun-Kissed Swissness”: CEO Nicolas Bihler on Authenticity, Innovation and a Taste of Italy in Travel Retail
5 minutes read
Introduction by: Peter Marshall
Goldkenn is bringing Italy to travellers’ taste buds. With its new Limoncello and Amaretto tablets – created in collaboration with Pallini and Adriatico – the Swiss chocolate brand blends sun-soaked Italian flavours with its signature craftsmanship.
In this exclusive interview, TRunblocked.com’s Contributing Editor Colleen Morgan talks with CEO Nicolas Bihler. He explains how Goldkenn is evolving in travel retail – appealing to loyal fans while captivating a new generation of experience-driven travellers.
Sustainability, storytelling, and the “spirit of generosity” remain at the heart of Goldkenn’s strategy, ensuring that each chocolate is “not just a treat, but a small journey in itself”.
Colleen Morgan (CM): Welcome to TRunblocked.com, Nicolas. “Sun-kissed flavours meet Swiss chocolate excellence”: Goldkenn has just introduced new Italy-inspired chocolate bars. What do the brand’s latest collaborations say about your approach to travel retail?
Nicolas Bihler (NB): Thank you, Colleen. Our new Limoncello and Amaretto tablets, created in collaboration with Pallini and Adriatico, reflect exactly what we want Goldkenn to stand for in travel retail: authenticity, emotion, and discovery.
Both partners share our values of tradition, generosity, and quality, and together we have created products that feel like an invitation to travel. Through these chocolates, we wanted to capture a sense of place, a gourmet journey to Italy where indulgence meets craftsmanship.
CM: Is it fair to say Goldkenn is broadening its targeted customer base?
NB: Yes, absolutely. Travel retail brings together a mix of generations and cultures, and we have seen new audiences connecting with Goldkenn – from loyal fans of our iconic liquor tablets to younger travellers discovering the brand for the first time.
Our objective is to build bridges between tradition and modernity, speaking to both nostalgic consumers and those seeking something fresh, fun, and authentic.
We are evolving but without losing our roots. For our Liqueur Collection, we have always mirrored the bottle label on our packaging to highlight the partnership and ensure instant recognition. It is a concept we will continue to use.
For Amaretto and Limoncello, however, we took a different path: the liqueur itself takes centre stage, wrapped in a design that feels modern and vibrant. The result is both a visual and sensory journey that feels like an Italian escape captured in Swiss chocolate.
CM: What key consumer trends are you observing in the chocolate and confectionery category, particularly among younger and Gen Z travellers?
NB: Younger travellers are curious and adventurous – they love discovering new flavours but still trust established brands. That is where Goldkenn connects naturally. We offer novelty through our collaborations and innovations while staying true to our Swiss heritage and quality standards.
It’s about being modern without losing authenticity.
CM: And the importance of innovation and customer engagement? How is Goldkenn ensuring that in a crowded travel retail confectionery category?
NB: Innovation is our best way to engage travellers. Whether through flavour, packaging, or storytelling, we aim to surprise people while making them feel connected to something familiar. Every product is an experience, it tells a story, evokes a destination, or brings a touch of nostalgia. That emotional connection is what keeps travellers coming back to Goldkenn, again and again.
CM: What recent product innovations has Goldkenn introduced specifically to meet the preferences of travel retail consumers?
NB: Our liquor tablet created in partnership with Malibu is a perfect example. With Malibu, we have developed a chocolate that quite literally tastes like travel. It evokes sunshine, sea, and escape and because Malibu is recognised worldwide, it instantly resonates with travellers wherever they go.
A Sense of Place – a gourmet invitation to discover Italy through chocolate – is exactly the spirit behind our new Limoncello and Amaretto tablets. They celebrate Italian flavours, culture, and conviviality; that warmth you feel around a family table. It is a “sun-kissed” collection that invites travellers to explore Italy through taste while enjoying Goldkenn’s Swiss chocolate.
CM: How is Goldkenn positioning itself within travel retail over the next two to three years? And how does that blend with its ‘spirit of generosity’ concept?
NB: We are entering an exciting chapter.
Over the next few years, we will strengthen both our iconic liqueur tablets and our Gold collection with innovations in product and packaging. The goal is to remain true to our DNA while surprising travellers with new experiences that embody our values: sharing pleasure, authenticity and heritage wherever people travel.
CM: How does Goldkenn view its competitive position against other premium chocolate brands in the travel retail channel, and what are the primary challenges it faces?
NB: Competition is healthy. It pushes us to move forward and keep innovating. Differentiation is our strength, both in our product and our packaging.
As for challenges, the geopolitical context certainly plays a role, but what matters most is staying agile, creative, and ready to adapt to whatever changes come our way.
CM: Regarding your plush toy line, is this now considered a core element of Goldkenn’s product innovation strategy? Are there plans to expand this range?
NB: What began as a one-time idea has grown into something travellers truly love.
The plush toys combine indulgence and affection: a bag of Swiss chocolate coins paired with a soft companion that stays long after the treat is gone. The children’s segment has become an important part of our portfolio, and it is something we will continue to nurture in the future.
CM: On the themes of Swissness and sustainability, how important are these factors to Goldkenn’s brand and product development?
NB: They are central to who we are. All Goldkenn products are made in Switzerland and Rainforest Alliance certified.
But our commitment goes further. For example our new warehouse is fully covered, façades included, with solar panels. Sustainability is not just a commitment for us – it is part of our long-term vision.
CM: And packaging? The latest innovations draw inspiration from “the heart of Italian life – the family table, where generosity, tradition and flavour come together.” Is there a move towards a fresher, more contemporary look generally?
NB: Yes, definitely. We want our packaging to reflect both where we come from and where we are going.
For Italy, we drew inspiration from the country’s warmth and generosity, that shared moment around the table. At the same time, we are developing new concepts with a cleaner, more modern aesthetic.
It’s about evolving our visual identity while keeping Goldkenn instantly recognisable.
CM: Looking ahead, how do you envision the chocolate and confectionery category evolving in travel retail over the next five years?
NB: I believe the future lies in creating emotions and experiences. Travellers are looking for more than a product – they want something special that tells a story.
At the same time, sustainability will move from a “nice to have” to a baseline expectation: certifications, reduced or even eliminated plastic, and packaging that’s as responsible as it is attractive.
The brands that succeed will be those that can deliver both delight and responsibility.
CM: And finally, three messages you would like to convey to the industry?
NB: First, never stop innovating – creativity keeps the category alive.
Second, stay authentic, consumers feel it when a brand is genuine.
And third, remember that confectionery is about sharing happiness. This is what drives everything we do.
CM (Comment): Looking ahead, Goldkenn aims to continue surprising and delighting travellers through creativity, authenticity, and a strong sense of place. With innovations in product, packaging, and experiences, the brand is not just selling chocolate – it is offering moments of discovery, connection, and pleasure, reaffirming why Swiss excellence and emotional storytelling remain a winning combination in travel retail.
