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Breaking out of 2020 and into a new year: Nestlé’s Stewart Dryburgh on product innovation and recovery | The Moodie Davitt Report

By December 8, 2020No Comments

Last Updated on December 8, 2020 by Novotaste

Nestlé International Travel Retail (NITR) is this week partnering with The Moodie Davitt Report for a website makeover with a difference as the Swiss company highlights its 2021 product innovations.

In this guest column, NITR General Manager Stewart Dryburgh outlines NITR’s innovation-led recovery strategy, with a particular focus on KitKat, Smarties, Nestlé Swiss, After Eight and Nescafé Gold.

Dryburgh also reinforces NITR’s commitment to the category growth drivers it announced last year: deeper connections, better for you and elevated experiences. These drivers will boost consumer engagement through NITR’s SOUL framework: story, occasion, unique and local.

As we come to the end of a year that has tested all of us like no other – we really do deserve a break! So, the team at Nestlé International Travel Retail (NITR) want to take this opportunity to send our very best wishes to readers of The Moodie Davitt Report. However you plan to enjoy the festive break, we hope it is happy, peaceful and safe.

Next year will continue to be testing for travel retail. While we hope and pray that the vaccine becomes widely available soon, industry analysts tell us it will be some time before travel patterns return to what we may consider normal. At Nestlé, we remain committed to the travel retail industry long term as we continue to believe in the positive role that food & confectionery play within it.

Identifying the purchasing motivations of travellers will be more important than ever in 2021 and understanding the attitudes and mindsets of consumers is vital to industry recovery and sales growth.

We believe our hero brand KitKat will play a pivotal role next year, as consumers are reassured by the availability of brands they know, love and trust. As an iconic brand available in over 100 countries, KitKat has represented the break for 85 years, and is a beacon of reassurance in a challenging world.

KitKat now offers a wide range of product formats and flavours with Kitkat Senses acting as a key driver of growth for three years now. Next year, this range will be extended with a new travel retail-exclusive that addresses the consumer’s desire for ‘Uplifting Breaks’. We all definitely deserve an Uplifting Break right now!

Appealing to travellers looking to indulge at a low out-of-pocket price, KitKat Senses Tablets offer a delicious multi-sensorial break on-the-go. KitKat Senses Tablets is available in three indulgent flavours: Caramel Crisp, Cookie Crumble and Hazelnut Crunch. Inside each bar is a shareable treat with 10 rows of irresistible inclusions on a classic KitKat wafer, enrobed in a smooth milk chocolate coating.

KitKat Senses (pictured above) is a key line within the KitKat portfolio

This decadent combination is a chocolate lover’s delight. It is the perfect, special addition to any travel break and ideal for display in the confectionery merchandising sector or at the cash till point for impulse buys. It will be available from March 2021.

KitKat Senses Tablets create a complete portfolio with products that are available to meet consumers’ needs in the ‘Elevated Experience’ and ‘Deeper Connections’ need-states.

While KitKat will play the leading role, NITR’s other core brands will also feature significantly in 2021. Sustainability remains a key motivation for Nestlé, leading with Smarties as the focus of its 2021 ambition to remove all single-use plastic packaging.

Smarties is the first global confectionery brand to fully shift to paper packaging formats

The Smarties Music Creator was first launched in 2019 as part of NITR’s ‘Learn Through Play’ framework

Following the introduction of the Smarties travel retail-exclusive Music Creator with new carton box and digital content, 2021 will see the whole range change to recyclable paper packaging.

We will also start to roll out recyclable packaging for all travel retail Nestlé Mixes & Quality Street pouch and sharing bags as part of our ambition to have 100% recyclable or reusable packaging by 2025.

Nestlé Swiss Dark Blueberry 170g tablet is relaunching in 2021

Nestlé Swiss has been a true success story over the last two decades, driving category growth by adding real value to the tablets and informal gifting segments.

Nestlé Swiss delivers 100% Swiss chocolate and a true brand experience.

Next year sees the Indulgent Tablet range increased with the addition of Nestlé Swiss Dark Blueberry 170g.

Perfect for sharing, Nestlé Swiss Dark Blueberry combines dark Swiss chocolate with blueberry and almonds.

It brings together more than 100 years of chocolate-making expertise with sustainably sourced cacao and visible fruit and nuts for a truly indulgent experience.

We will also add exciting new flavours to our gifting icon After Eight, with the introduction of four new limited edition 400g flavours for 2021: Strawberry, Dark, Irish Coffee and Orange.

The After Eight range welcomes four new flavours next year

We have gone to great lengths to ensure that our 2021 innovations are relevant across all category growth drivers, taking into account the changing patterns of travel. Innovation, however, is not just about confectionery. The food and confectionery category also encompasses many other opportunities and to that end, 2021 sees the launch of Nescafé Gold into travel retail.

Launched in 1938, Nescafé has grown to become a global icon, to the tune of 5,500 cups drunk every second. This makes it a natural for travelling consumers. Our offer will include product for all buying levels: premium, standard and value.

We’d like to close by thanking all of our industry partners and service providers for their partnership during this most challenging year. In times such as this, working together is more important than ever – we look forward to working with all of you in 2021 to return our industry back to growth.

Nescafé is making its travel retail debut in 2021 as part of NITR’s product diversification strategy

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Source: Breaking out of 2020 and into a new year: Nestlé’s Stewart Dryburgh on product innovation and recovery – The Moodie Davitt Report – The Moodie Davitt Report