Lindt & Sprüngli plans to develop its range of regional editions, notably for Asia Pacific, as it extends its premium gifting offer. That’s according to Head of Global Duty Free Peter Zehnder and Global Marketing Manager Miriam Richter, speaking at the recent TFWA Asia Pacific Exhibition.
The show marked the introduction of the Golden Glamour Collection, festive gift offers from the Lindor and Swiss Masterpieces lines. The range includes the 400g Lindor Golden Glamour Tube with five flavours, including Lindor Caramel, and the 266g Swiss Masterpieces Golden Glamour box. Both are exclusive to travel retail and feature flavours not available in the permanent Lindt duty free assortment.
Richter said:
“We have looked at each region and we know we can grow in Asia Pacific. We are the gifting specialists and that is a key driver in this region.
“To date we have not done an Asia-specific portfolio of products. But now we have the Glamour range which can be suited to the festive holidays such as Golden Week, Diwali or even Christmas. And the forthcoming Chinese New Year edition for the Year of the Dog in 2018 will be a first. It’s important to be present in this segment and we’ll support it with gwps and activations.”
Golden Glamour: A new gift-giving collection for festive occasions
Zehnder added:
“We have traditionally done global activations but now we plan to do more regional products and activities, even specific flavours that suit particular profiles.”
On the wider market picture for Lindt, he said: “We were the fastest growing confectionery supplier in travel retail last year. We had a strong 2016 and we continue to see good growth and make gain in market share. Asia is a big focus and there is still a lot of opportunity.”
