Sustainability Report: Nestlé
“Together we grow” – NITR ramps up sustainability and packaging initiatives
When it comes to sustainability, Nestlé International Travel Retail (NITR) is investing behind an ambitious vision.
The brand owner recently launched its Sustainably Sourced chocolate exclusively in travel retail, supported by its tagline: ‘Does Good, Tastes Great.’
Sustainably Sourced chocolate was introduced at TFWA World Exhibition in Cannes last year and is being promoted in key airports via a dynamic omnichannel campaign.
NITR General Manager Stewart Dryburgh comments: “This new premium travel retail-exclusive product is an exciting addition to our portfolio and one which clearly underlines NITR’s focus on sustainability. Simply put, Nestlé Sustainably Sourced Cocoa combines Nestle’s Swiss chocolate expertise with sustainability. It is a direct result of the Nestlé Cocoa Plan, to support cocoa farms and their communities, and a collaboration with Rainforest Alliance which will support the education of 156,000 children.
“Research confirms that the majority of travellers look for sustainable confectionery products in duty free,” Dryburgh explains. “With a ‘Does Good, Tastes Good’ tagline, Nestlé Sustainably Sourced Cocoa will hero our passion for chocolate making and the responsible sourcing of our cocoa.”
In March this year, NITR introduced travel retail-exclusive paper sharing packs for its Quality Street line. The 750g sharing packs, clearly marked ‘I am paper’, launched in January.
Together We Grow
Quality Street, Smarties and Sustainably Sourced Chocolate products are a key feature of NITR’s travel retail-exclusive ‘Together We Grow’ platform, which aims to help retail partners accelerate sustainable programmes.
The concept falls under the Regeneration pillar of NITR’s VERSE model (Value, Engagement, Regeneration, Sense of Place and Execution) which, like the new chocolate line, is exclusive to travel retail.
‘Together We Grow’ also communicates the environmental impact NITR has made through packaging projects such as the Cocoa Plan and Coffee Plan responsible-sourcing initiatives over the last 15 years.
Dryburgh adds: “‘Together We Grow’ can support sustainability objectives at the same time as communicating the already-significant environmental impact that has been made through our extensive packaging projects.
“Flexibility plays a major role in Together We Grow so it can be tailored to suit different brands and regions and elements of sustainability. Outstanding digital and in-store assets, which include QR codes to enable consumers to learn more about the Cocoa and Coffee plans, can be deployed across the consumer journey from pre-trip to in-store and post-trip.”
Dryburgh adds: “We are convinced that ‘Together We Grow’ can drive incremental growth and enhanced promotional visibility whilst providing engaging educational assets across the entire customer journey. The platform includes all key NITR brands – KitKat, Smarties, Quality Street, After Eight, Nescafé and our latest addition, Nestlé Sustainably Sourced Cocoa.
“Together We Grow can drive incremental growth and enhanced promotional visibility”
– Nestlé International Travel Retail General Manager Stewart Dryburgh (pictured)
Breaks for Good
This year, NITR will launch the first KitKats made with cocoa from beans grown by farmers from its Income Accelerator Programme into European travel retail. The ‘Breaks for Good’ KitKat will raise awareness about the sustainability of the cocoa used in the bars.
The KitKat wrapper will include a bold ‘Sustainably Sourced Cocoa’ stamp and a QR code which will direct consumers to more information about the programme and its impact on cocoa-farming communities.
Chocolate made with sustainably sourced cocoa will be used in the majority of KitKat products available in European travel retail, rolling out over the coming months, with the launch supported by an extensive ‘Breaks for Good’ campaign.
Dryburgh says: “A sustainable future is the only way forward and NITR is determined to lead the way with sought-after brands and strong business relationships.”
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The Moodie Davitt eZine
Issue 334 | 12 May 2024
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