Confectionery products sold at travel outlets such as airports are typically impulse-buys, bought by passengers just before they embark on travel.
Storck Travel Retail has decided to re-launch its Werthers Original, Mamba and Riesen sugar confectionery products in stand-up bags in a bid to increase merchandising opportunities in the space.
Susann Winzer, product manager at the company, told ConfectioneryNews.com that sugar confectionery is usually sold in hanging or lying bags. The change is expected to “increase merchandising opportunities as often there is no hanging space”.
It means they can now be included in freestanding displays at checkouts and elsewhere in stores.
The stand-up bags are also considered more convenient for consumers while they are travelling, and when they have reached their destination.
Although the switch is the first time Storck Travel Retail has used stand-up bags or pouches, there is already a precedent for their use by other companies in the market. But Winzer said that this kind of packaging is more commonly used for chocolates.
The new packaging – which in the case of Werthers Original will also bear souped-up glossy designs – will be on sale from July.
Downturn
Winzer said that the travel retail market is declining in general in the economic climate, as fewer people are jetting off overseas, and those that do are paying close attention to spending. The effect is seen “across most categories and across most regions”, and is felt by retailers as well as brand-owners.
Nonetheless, Storck Travel Retail’s pipeline has not been idle. Last month it launched Merci Petit Chocolate Collection to the market, and more launches are expected later this year.
In the second half of last year it launched Werther’s Original Éclair for travel retail. Winzer said this product is “doing alright” and “has a few accounts now”. There are high hopes that the stand-up bags and new-look design will stimulate sales.