Nestlé targets Millennial, middle-class travelers with new KitKat, Smarties and Swiss candies

By Douglas Yu

- Last updated on GMT

Nestlé targeting Millennial and emerging middle-class for its new travel range. Photo: Nestlé
Nestlé targeting Millennial and emerging middle-class for its new travel range. Photo: Nestlé

Related tags Milk chocolate Chocolate Kitkat

Nestlé has announced a new range of confectionery products across its KitKat, Smarties, and Swiss brands in the travel retail channel throughout 2018.

The company’s travel retail arm, Nestlé International Travel Retail (NITR), said these products were designed to meet “Millennial and emerging middle-class travelers’”​ needs and occasions by tapping into the latest trends and global insights.

Some of the trends among travel retail confectionery category include growing consumer demand for sustainably sourced ingredients, sugar reduction, and brand engagement, NITR said.

NITR added its 2018 propositions are targeted towards delivering sustainable category growth by offering value through “uniqueness and exclusivity, brand storytelling and engaging experiences, POS (point-of-sale) solutions and digital presence.”

Personalized KitKat gift box

NITR is launching a travel retail exclusive KitKat in spring 2018. The product, which is made in the UK, will feature POS materials that include the double-decker bus to represent British culture.

KitKat UK

The company will also stock KitKat Senses in travel retailers for Millennials around the same time. The five-finger wafer bars covered in milk chocolate come in three flavors, double chocolate, coconut, hazelnut, with each individual unit contained in re-closable packaging.

KitKat Senses

Additionally, the KitKat brand will also unveil its “Live your Break 2.0”​ campaign across selected hub airports internationally, created for four different types of Millennial travelers: City-exploring, music-loving, adventure-seeking, and health-driven people.

The campaign allows these travelers to buy a KitKat gift box and personalize it with their own pictures.

Smarties Creatorbook

Nestlé is introducing Creatorbook around the global travel channel next year.


Designed for gifting and in-flight entertainment for children, the coloring book is packed with a 130 g tube of Smarties candies, with over 50 pages of activities, games, and puzzles. It also includes eight colored pencils and pages of stickers, according to Nestlé.

Swiss chocolate rebranding

Nestlé also rebranded its Swiss chocolate products with new packaging, and is bringing a travel retail exclusive portfolio of chocolate tablets and chunks.

The new design embodies a granite canvas with “warm, vibrant accents of color,”​ contradicting the traditional Swiss design that usually uses “raw and natural materials,” ​the company said.

Swiss Bars

The 300g chocolate tablets range includes dark chocolate, milk chocolate and white chocolate bars, as well as milk chocolate with fruit and nuts, milk chocolate hazelnuts, and milk chocolate with almonds and honey.

Swiss Chunks

The new mono-flavored boxes, each of them (94g to 96g) contains 10 chocolate chunks, and are available in milk chocolate, dark chocolate, and milk chocolate with hazelnuts.

NITR was created in 1999, and it has consistently invested in analyzing consumer trends among global travelers.

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