SUGAR CONFECTIONERY: RICOLA


“Our consumers have told us they want to see smaller packs suitable for consumption during the trip.”


Andreas Reckart, Ricola


good chance it will not sell. Cash till purchases make sense, and not just for the sake of it, but whenever there is a relevant proposition. A product that is put at the till makes sense for the traveller.


What is the key purchase driver within Ricola’s range? We want to focus more now on self- consumption. In the research, we saw this is the dominant factor for Ricola [sales] in travel retail. Our consumers have told us they


want to see smaller packs, suitable for consumption during the trip. It does not mean the packs will not be shared or gifted, but the dominant idea is to have them for individual consumption.


How much emphasis do you place on product visibility in the core confectionery areas? Obviously we try to gain additional visibility. At the end of the day visibility triggers sales, but then again we come back to the space taken by products such as chocolate and it is hard to gain this.


How open are your retailer partners to trialing new merchandising


concepts


and ideas to drive footfall for certain purchases? In general, they are open to


TRBusiness talked to Andreas Reckart on Ricola’s TFWA ASPAC stand in May.


discussion. It does not mean it will happen but at least they are ready to listen in general. I cannot mention any retailer we have spoken to that completely rejects the idea of discussing new opportunities. The biggest step is always the one


from discussion to implementation. At the end of the day, everyone has space constraints and is risk averse in the sense that they want to push their ‘bread and butter’ business. On occasion, it happens.


Reducing the sugar content in confectionery products is obviously a key factor for governments and health agenda lobbyists. How are you addressing the challenge of stricter legislation when it comes to producing sugar products? Most of our products are sugar free. In a second step, we want to move away from sweeteners like aspartame and more towards Stevia, but we are aware of the constraints.


In instances such as these, how do you ensure you retain the quality of the product without reducing the core flavours associated with Ricola products that can spark repeat purchases? Ricola in general is a very consistent story. No matter where we sell our product, all of them originate in Switzerland and apply the highest production quality standards. Our herbs are grown exclusively


Ricola Original Herb Sugar free Tin 75g. 70 TRBUSINESS


in the Swiss mountains by more than 100 selected farmers in organic conditions. We take great care of


the raw materials that go into our products, especially the herbs, and try to ensure our products always meet the highest quality expectations and I think that is also why Ricola has had success in the domestic environment and is now working in the duty free environment. What you see in the EU markets


is a more demanding legislative framework. It is a shared exercise for the market that everyone has to comply with, but certainly it is not getting easier.


The Food Information for Consumers Regulation has come in. How have you adapted to the new rules? We have just had a discussion when it comes to product development. Retailers want products available in a certain number of languages. There is no point fighting regulation and we try to adapt as best as possible. Whatever language we do not have on the product, we use a sticker.


What about in Asia? Are there concerns you may be required to comply with similar standards in the future? The framework in Europe is quite restrictive, but at least you know what to expect and can better prepare yourself. In Asia, It is more unpredictable


and a bit less regulated, however you have more adhoc requirements. For example, when your product gets held up in customs and you need certain documents to release it. There are different challenges. «


JUNE 2017


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