SUGAR CONFECTIONERY: RICOLA


While airports remain the prime focus as far as Ricola’s DF&TR business is concerned, the brand would welcome the opportunity to develop business on the borders or inflight. However, in general inflight is more of an opportunistic business rather than part of the brand’s core duty free and travel retail strategy.


TRBusiness


The Alpin Fresh 75g tin was first introduced at last year’s TFWA World Exhibition & Conference in Cannes.


Despite several listings in the


region that are confirmed or being discussed, there is plenty of work to be done. “We are still not where we want


to be in terms of our business in the Asia Pacific market,” says Reckart. “Accessing a couple of new


locations will enable us to make a big step forward. [Although] we are very positive based on our new listings and the fact we are entering places we weren’t present previously.” Regarding the


possibility of finally entering Hong Kong and Chinese DF&TR, Reckart explains: “With Hong


Kong it is up to us. It is about having the right product with the correct labelling in order to make shipments.”


China breakthrough? He adds: “I am also confident we will make a breakthrough in China and that our products will be in a range of locations across Asia.” While airports remain the prime


focus as far as Ricola’s DF&TR business is concerned, the brand would welcome the opportunity to develop business on the borders or inflight. “We already have some pretty


good distribution on the borders, but personally the focus is on airports. “I spoke to some airlines during


JUNE 2019


the Singapore show so let’s see if there are any opportunities. It is a matter of having the right products: if they are too big the airlines won’t take them.” Inflight in general is more of an


opportunistic business rather than part of the brand’s core DF&TR strategy.


Europe “Our


strategy revolves around airports in


and Asia,” he


confirms. Looking


forward,


the priority is establishing


its


new exclusive range (the tins and new Alpin


Fresh product). “We made the first steps last year and the aim is to secure listings with all the major retailers across


Europe and Asia,” says Reckart. “That is my objective.” In Europe, an activation at


Frankfurt Airport concentrating on four of the brand’s travel retail exclusive products resulted in turnover skyrocketing by 880% in January year-on-year. The campaign at two Heinemann


Duty Free & Travel Value shops at Terminal 1B East and Terminal 2 non-Schengen featured special point-of-sale displays in the brand’s recognisable yellow. The sugar-free products in


question were the 125g ‘doypack’; 75g tins of Cranberry and Original Herb Flavours; and a multi-pack sku (containing 45g packs in Original


The Ricola range includes shelf items for individual consumption in 125g bags


TRBUSINESS 53


Herb, Cranberry, Eucalyptus and Lemon Mint flavours). Following this success, Ricola was


due to list additional travel retail exclusive products with Heinemann Duty Free, beginning this quarter. Reckart says: “We’re obviously


very pleased with the exceptional sales figures for our Swiss herb confectionery, shared with us by Gebr. Heinemann, for January. “It provides further evidence that


special displays and travel retail exclusive products can help achieve amazing results for our brand in airport retail.” Andrea Zaki, Buyer Confectionery,


Gebr. Heinemann adds: “We are pleased with the performance of the travel retail exclusive assortment of Ricola. “We look forward to continuing


working with the team at Ricola on more promotions and introducing new travel retail exclusive products in the coming months.” «


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