Ferrero Travel Market is set to launch in travel retail an exciting new NUTELLA platform entitled “Hello World” that will be rolled out in stores worldwide from February 2018.

Ferrero says its has demonstrated its deep understanding of the needs of the travel retail shopper by investing in industry-leading initiatives that bring excitement, engagement and a sense of place to the shopping environment.

Ferrero’s strategy of creating exclusive concepts and unique brand environments within airports, working closely with retailers and leveraging a travel exclusive portfolio, has already proved extremely successful.

The two most recent examples of this strategy, the “Piazza Ferrero” pralines platform and the Kinder “World above the Clouds” concept, delivered a first-class shopping experience for travellers and resulted in a significant uplift in sales.

The strategy is now being applied to Nutella, the much-loved hazelnut chocolate spread, which has great potential for growth, being one of the iconic Ferrero brands, with a top quality product, huge distribution in more than 160 countries, impressive penetration and a broad-based, loyal following including 32 million Facebook fans.

Based on the results of Ferrero’s first segmentation study, conducted last year with thousands of passengers in airports all over the world, the Ferrero team has crafted a stand-alone platform on the theme of “optimism”, one of Nutella’s strongest values.

The “Hello World” platform, which includes activations, point of sale materials and a new travel-exclusive product range, will celebrate positivity and vitality.

Focus groups helped Ferrero to test the new Nutella range in terms of brand recognition and consumer needs, and the results were outstanding: overall liking of all skus exceeded 80%; more than 70% of respondents considered the products ideal for gifting; and 74% said they would add one of the Nutella products to their basket.

The highlights of the new collection are the ‘NUTELLA Apparel’ gift presentation of a 750g pot of the world’s favourite chocolate hazelnut spread dressed in a snazzy zip-up top. This cute collectable sleeve serves also as a pen and pencil caddy or a make-up brush holder.

Inspired by the trend for personalisation and gifting, there are collectable ‘Say it with NUTELLA’ gift boxes that open to reveal a 350g jar with an ‘I love you’ or ‘For you’ printed label.

Premium metal gift boxes are proving very popular in travel retail, which bodes well for the ‘NUTELLA Ultimate Kit’, a jar-shaped tin containing a 180g pot of Nutella spread, a spreader and a place-mat so the Nutella experience can be enjoyed on the go.

In addition to the three new launches, there are three travel-exclusive bestsellers: NUTELLA Big Jar packed with 21 little 30g pots; NUTELLA One-a-Day set of seven 30g pots; and the individual NUTELLA Mini-pot 30g that is designed as an impulse purchase at the checkout.

The “Hello World” platform extends to interactive point of sale materials, using the latest face recognition technology, which create a dynamic and enjoyable shopping experience. A touch-screen invites the shopper to touch and smile; the smile detector then suggests the most appropriate Nutella sku to match his smile and the appropriate shelf lights up.

Frederic Thil, General Manager Ferrero Travel Market: “Ferrero is leading the travel retail confectionery category through its imaginative and innovative activations and its creative approach to product design. Our praline and Kinder platforms have set the benchmark for retail theatre and created a contemporary and dynamic aura for these iconic Ferrero brands.

“In designing the ‘Hello World’ platform we set out to emphasise Nutella’s distinctive qualities – its ‘Nutellaness’. We wanted to attract the shopper through multiple touch points, interact with him with fun activities and showcase our new travel-exclusive range. We look forward to working with retailers to roll this out worldwide early next year.”