Pretty in pink as Ritter Sport and King Power launch Amicelli at Suvarnabhumi Airport

THAILAND. German confectionery house Ritter Sport partnered with King Power for the exclusive launch of chocolate wafer brand Amicelli at Suvarnabhumi Airport Terminal 1, Bangkok in April.

The activation, which ran throughout the month, marked Amicelli’s debut in Asia Pacific travel retail. It majored on the Amicelli Hazelnut 150g product and featured a bright pink design to attract footfall and maximise visibility.

A locally themed ‘Sweet greetings from’ sleeve was a key feature of the promotion, adding a sense of place, gifting appeal and personalisation to the experience.

A dedicated Brand Ambassador was on-hand throughout the campaign to distribute product samples of the hero 150g Hazelnut expression and engage travellers with an Amicelli tasting experience.

Ritter Sport described the Bangkok debut as a key step forward in Amicelli’s global travel retail roll-out. In the channel, Amicelli is already listed by JR/Duty Free at Ben Gurion International Airport in Tel Aviv, Israel.

Amicelli, which joined the Alfred Ritter portfolio in January 2021, is known for its signature chocolate-coated wafer rolls filled with smooth cream.

The 150g Hazelnut variant is the brand’s core SKU and is positioned as a premium sweet treat suitable for gifting, sharing or self-consumption. In addition to the 150g format, Amicelli comes in a resealable hexagonal 200g pack with individually wrapped rolls that ensure freshness.

All cocoa used in Amicelli is 100% certified, reflecting Ritter Sport’s wider commitment to responsible sourcing.