At TFWA Cannes this year, I expected a lot – to see clients old and new, look out for exciting new products and initiatives and perhaps a change in mindset. This interview with Frédéric and Aura succeeded in wrapping all these elements up in one. I was astonished at how much the NITR business had moved and progressed in a year. They are now clearly in top gear mode, and this 15 minute video encapsulates all key elements.
At 37% currently of the Travel Retail business, the Food category is fast approaching Beauty, which currently sits at 39%. Are retailers buying into the vision that Food can become the number one category? Yes, according to Frédéric, especially as they are now looking at concepts which go beyond confectionery to expand the footprint.
Part of the vision, and central to everything NITR does, is the advancement of sustainable actions across all brands. It’s not just in moving to paper packaging, as in the case of KitKat sharing bags, but it is also expressed in the creation of new products like Nestlé Sustainably Sourced – a digitally connected, 100% travel retail exclusive which, according to Aura, is making real progress in TR with retailers and is unquestionably well received by consumers.
NITR have their finger on the pulse and the new array of product lines from KitKat Senses, KitKat Ball, After Eight and Sustainably Sourced Dark Chocolate Thins are clear evidence of this.
I thoroughly recommend you watch this video. It is as enlightening and entertaining as it is informative.
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