“Rebels of Goodness”: Loacker’s Century-Strong Strategy for Travel Retail
4 minutes read
Introduction by: Peter Marshall
A century after Alfons Loacker crafted his first cream-filled wafer in the Tyrolean Alps, Loacker remains as fiercely devoted to quality as ever.
But in today’s fast-moving travel retail world, heritage alone isn’t enough. With a bold new campaign, upgraded digital ambitions and a next-generation Technology Centre on the horizon, Loacker is embracing its rebellious streak to stay relevant to global travellers.
In conversation with TRunblocked.com’s Colleen Morgan, Juan Cabrera, Head of Travel Retail, explains how the brand is evolving, how it’s balancing authenticity with innovation, and what the industry still needs to get right.
Colleen Morgan: Welcome back to TRunbocked.com Juan. Loacker has just celebrated 100 years – not many brands can claim that kind of legacy. How do you keep that heritage relevant in the fast-moving travel retail sector?
Juan Cabrera: Our new ‘Goodness is a rebels’ choice’ campaign plays a key role here.
It highlights our long-standing commitment to quality ingredients, responsible sourcing and Alpine production. By framing the choice to do things properly – as opposed to taking shortcuts – as a positive form of “rebellion,” we reinforce what has defined Loacker for a century.
Loacker’s core values include rebelling against taking shortcuts – the company has always been against them.
The campaign marks a watershed moment in how the brand communicates its values. It introduces a fresher, more direct and slightly ironic tone of voice, a new chapter in how we express our values while staying true to our origins.
Goodness is an everyday rebellious choice for Loacker and will continue being the core of the brand’s future.
CM: With digital touchpoints and demand for experiences reshaping travel retail, how is Loacker evolving its strategy?
JC: We are strengthening our presence on our partners’ digital platforms and expanding our own digital ecosystem to engage travellers before, during and after their journey.
In terms of experience, our new shop-in-shop at Chocstop in Kuala Lumpur International Airport is a good example. It offers tastings, exclusive promotions and limited editions, encouraging travellers to stop, explore and interact with the brand.
CM: The brand is known for its obsession with ‘getting things right’ – from recipes to relationships. How does that precision show up in your approach to travel retail?
Quality is our compass. Just as we use only the best ingredients in our products, we bring the same meticulous approach to every travel retail initiative. Our goal – obsession if you like – is simple: to be recognised everywhere for uncompromising quality.
CM: Loacker is building a new technology and R&D centre. What will it mean for innovation and for travel retail specifically?
JC: The new Loacker Technology Centre represents a major step toward future growth. As our Vice Chairman and Managing Director of Innovation, Andreas Loacker, has said, it will serve as a hub for product development and a driver of sustainability.
For travel retail, it means greater capability to design formats, recipes and novelties tailored specifically to the channel.
CM: Loacker is famous for craftsmanship and authenticity. How do you innovate without losing that emotional “made in the Tyrolean Alps” soul?
JC: Loacker’s ‘rebellion’ is a story which will last over time, steeped in family traditions, and passed down over time to the tune of a topical mission: ‘good things done well’.
Our innovation always begins with heritage. We rely on locally sourced Alpine milk and 100% Italian hazelnuts from our own orchards to guarantee authenticity and traceability. Ethical sourcing, sustainable production and short lead times ensure everything reaches travellers at peak freshness.
In the travel retail space, our strategy is simple yet effective: we focus on amplifying the brand’s story. By showcasing Loacker’s heritage, ingredient integrity and uncompromising quality, we offer travellers a premium, feel-good product portfolio that stands out both on-shelf, and in memory.
CM: And your ‘Rebels of Goodness’ tagline – how does that spirit play out across the business?
JC: During this centenary year in 2025, Loacker has embraced a modern, more self-aware identity. We’re speaking to younger generations without losing our loyal fans. The campaign, set against our iconic South Tyrolean mountains and, first among them, the Sciliar range which is visible from our headquarters and the background of our famous logo, celebrates our devotion to doing things right. Over our 100 years, Loacker has chosen to do things not in the easiest way, but undoubtedly in the tastiest way – even when it’s harder.
This rebel spirit comes from our founders’ children Armin and Christine, who moved production to the Renon plateau to benefit from pure water and clean air. That commitment to quality has guided three generations of the family and still shapes every choice we make today.
Our “rebellion” is expressed through concrete actions: setting high environmental and social standards and creating solutions that go beyond the industry norm.
CM: Packaging and format are critical in travel retail. What’s new on that front?
JC: At this year’s TFWA World Exhibition in Cannes, we launched our 466g Misto Bontà pack and we’ll introduce our new Travel Mix Pack in 2026. We’re continuing to evaluate traveller needs to ensure we develop the right formats – whether for gifting, sharing or on-the-go enjoyment.
CM: Sustainability is no longer a ‘nice to have’. How is Loacker ensuring its commitments are visible and credible to travellers?
JC: To mark our centenary, Loacker has become a Benefit Corporation and published its first Impact Report. As Chairman Ulrich Zuenelli stated, this milestone reflects our commitment to transparency, responsibility and long-term vision.
Sustainability is an integral part of Loacker’s DNA: an approach that combines economic performance, attention to the environment and social commitment.
Those who grow up in the mountains soon learn to manage resources with respect and foresight: an attitude that guides every choice of the company, oriented towards the use of durable and responsible technologies.
CM: Looking ahead, what can travel retail partners and shoppers expect next? Any hints about future innovations?
JC: Our latest launches demonstrate our direction: innovations that align with consumer trends while staying true to Loacker’s core quality and flavour. We do have exclusive travel retail lines in development, but it’s a bit early to reveal details. Stay tuned.
CM: And to finish our conversation Juan, if you could alter three things in travel retail – right now – what would they be?
JC: First, I’d like to see deeper, more collaborative partnerships so that brands of all sizes have fair access to space and visibility.
Second would be a reality check on investments, price and opportunities. And third, I’d encourage a stronger focus on genuine innovation and more open communication between brands and retailers.
