Nestlé International Travel Retail Shift Gear
1 minute read
Introduction by: Peter Marshall
This is no ordinary interview with General Manager, Fréderic Porchet, and Aura Sanchez Farrera, Global Head of Marketing. It reflects nothing less than a quantum shift in their strategy. A.C.T – Attract, Convert and Thrive – is the new story and the framework that will build on their Food Number One Mission. The aim is to add 2 Billion USD to the confectionery category by 2030.
How will NITR do this? By a clear focus on confectionery with a combination of investment – creating bigger, bolder, brand experiences – through partnership, travel retail exclusives, sustainability and responsibility. And, as you will see, there is very clear evidence of this already with the introduction of all-new KitKat product and packaging as well as the unmissable KitKat tie up with Formula 1 and the eye-popping airport products and activations that are linked.
There is a big amplification for After Eight as well, which now sees the introduction of three brand new flavours and a new pack design. And change for the Nestlé tablets range, too, which now emphasises Swiss expertise on the pack – a clear reminder to consumers of the quality of the product range. The marketing team has been very busy over the last 9 months!
Frédéric also covers the impact of cocoa pricing – we are all in a ‘new normal’ – as well as confectionery sector trends. What you now see from Nestlé International Travel Retail is that they clearly have their finger on the pulse of what consumers want and that they can build and deliver long term value for the category, for customers and consumers.
