I’m sorry, but at Easter we all know that when we buy a leading brand chocolate egg in the supermarket, we’re paying through the nose for a special shape and fancy packaging. At Christmas we all know that the chocolate reindeer or Father Xmas per 100g is going to be far more expensive than the same weight in a bar form.
But there’s no excuse at an airport.
It is no wonder that confectionery brands are way ahead of other categories when it comes to producing Travel Retail/Duty Free exclusives. They have to – it’s the airport equivalent of Easter eggs and Snowmen which retailers hope the consumer won’t understand. Or, the consumer will be so knocked out by the ‘originality and creativity’ of the TR exclusive item that they won’t consider the actual value-for-money aspect.