Ritter Sport targets eco traveller with new green packaging

The iconic German chocolate brand said it is targeting the sustainability minded traveller with redesigned paper-based packs, along with its new ‘Taste Chocolate in Full Colours’ advertising campaign for trade media this autumn. 

Formed in 1912 and providing distinctive splashes of colour across the confectionery landscape since the mid-70s, Ritter Sport has been working on redefining its travel retail exclusives offer in a crowded market.

Wanderlust

In what is a key strategic focus incorporating the brand’s enduring sustainability mindset and visibility in the travel retail marketplace, the updated packaging design ‘conveys an emotive message of joy and goodness, fun and wanderlust’, according to the company.

Nicole Miltenberger, Marketing Management Travel Retail for Ritter Sport, said: “We felt it was time the Travel Retail Edition range really stood out with its own packaging concept. The new exclusive design celebrates Ritter Sport’s hero products. The propeller logo design aims to be more colourful, more impactful and more exclusive. We wanted to translate the emotion of travel and wanderlust into a new colour coded design and packaging concept that encapsulates the sustainability that Ritter Sport stands for​.”

The shift from plastic to paper and rougher cardboard packaging, which plays into a more natural look and feel, represents the brand’s enduring focus on sustainability. The objective is to communicate to the global traveller the existing sustainability credentials of Ritter Sport products due to the tactile feeling of the packaging.

By 2025, the brand wants to complete its updated packaging journey from plastic to paper and for its entire range of chocolate bars or individual choco cubes and minis to use fully recyclable plastic foil wraps and pouches. The company’s goal is to use Ritter Sport packaging made from renewable raw materials that are in harmony with man and nature and can be recycled as a valuable material.