Storck Travel Retail eyes growth in Asia Pacific with brand activations and channel-exclusive offers

SINGAPORE. Storck Travel Retail will focus on key brands and channel exclusives at the TFWA Asia Pacific Exhibition, to be held on 11-15 May in Singapore.

Storck’s booth (G23-2) will showcase upcoming activations across Asia, featuring its brands Werther’s Original, merci and Knoppers. The latest releases from Toffifee and Riesen will also be on display. 

Storck Travel Retail Managing Director Andy Mutton said, “The Asia Pacific region is a key market for Storck where steady growth has underlined the strong partnership we enjoy with our distributor Focus Network Agencies.  

“The confectionery category is facing unprecedented challenges, especially those related to the impact of increasing cocoa costs. We are fortunate to offer a portfolio of brands with both chocolate and sugar elements to weather the storm. 

“Brand recognition plays a key role in Storck Travel Retail’s strategy in the sector. Our popular chocolate brands merci, Toffifee and Werther’s Original continue to perform strongly with their gifting and sharing offerings. Knoppers wafers are perfect for travelling consumers as a light on-the-go snack. 

“In travel retail our strategy is to offer the right portfolio, at the right location and at the right price. Our brands cover all the gifting, sharing, self-consumption and snacking moments in the chocolate and sugar confectionery category.  

“We aim to ensure product accessibility, visibility and customer engagement through travel retail-exclusive products, limited editions and personalisation options, along with a forward-thinking sustainability strategy.” 

Storck Travel Retail is preparing to unveil several activations across Asia as part of its regional growth drive. 

At Kuala Lumpur International Airport, Werther’s Original will take centre stage in a collaboration with Eraman. The promotion, running from 1 May to 30 June, will highlight a ‘mindful munching on the go’ theme, focusing on Werther’s Original Popcorn and Blissful Bites.  

The campaign aims to build on brand heritage while targeting a younger consumer base, including the Gen Z demographic. 

Storck’s Knoppers brand will be featured at Thailand’s Bangkok Suvarnabhumi Airport with King Power Duty Free from 1 to 31 May.  

Additionally, merci will take the spotlight at Singapore Changi Airport from 1 to 30 June, supported by promotional offers designed to enhance shopper engagement and conversion. 

Mutton added, “TFWA Asia Pacific offers the perfect platform to nurture relationships, share our brands and find new ways of reaching our shoppers in collaboration with our partners.  

“Our focus on core brands, availability and visibility ensures that travel retailers have the products that match and meet the needs of today’s travelling consumers.” 

merci 

Boxed chocolate brand merci is built on a ‘thank you’ message, offering eight varieties: Chocolate, Coffee & Cream, Hazelnut – Almond, Hazelnut – Creme, Marzipan, Dark Cream, Dark Mousse and Praline – Creme. 

In travel retail, merci’s premium packaging includes gold lettering and destination-based icons. Focusing on gifting and personalisation, travel retail-exclusive packs return this year with messages including ‘You’re Amazing’, ‘Missed You’, ‘With Love’ and ‘Great to See You’. 

Toffifee 

Toffifee caramel cups, each containing a whole roasted hazelnut, are filled with a hazelnut spread and topped with chocolate. 

The product is positioned for gifting, sharing and self-consumption, with 200g and 400g travel retail-exclusive packs in bronze colour. 

Werther’s Original 

Storck’s flagship Werther’s Original has a global brand value of €641 million (source: Euromonitor 2024).  

The classic caramel, created in 1909, is crafted from natural ingredients such as butter and fresh cream. 

Its travel retail-exclusive Caramel Favourites sharing pack and Werther’s Original Caramel Popcorn was introduced in 2024.  

This year, Storck has tapped into current flavour trends and launched a Salted Caramel product. It is packaged in a resealable 140g pouch for travel retail. 

Mutton commented, “This range drives innovation in the confectionery and snacking categories and taps into different consumer needs within travel retail. 

“Offering something different from the traditional sugar or chocolate offer, it is ideal for sharing or as a self-treat.” 

Knoppers 

Knoppers combines baked wafers with a nutty chocolate spread, hazelnut pieces and a creamy milk filling. The layered treat is individually wrapped. 

The Knoppers Travel Edition comes with 15 wafers, housed in a protective carton with an easy-open perforation. 

Riesen 

Riesen offers dark chocolate toffee with a Gavoa Cocoa blend. An exclusive 66-piece pack (605g) is available in travel retail.