From 11 to 15 May, German confectionery company, Storck featured its Werther’s Original, Merci Chocolate, and Knoppers brands at the TFWA Asia Pacific Exhibition & Conference 2025 held in Singapore. Storck team was available on-stand to share details of upcoming travel retail offerings across Asia with current and new travel retailing partners.
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 (FNA). The confectionery category is facing unprecedented challenges, due to the impact of increasing cocoa costs, and we are fortunate to offer a portfolio of brands with both chocolate and sugar elements to be able to weather the storm. Strong brand recognition plays a key role in Storck Travel Retail’s strategy in the sector.”
Mutton said that its popular chocolate brands of 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.
Mutton added, “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 and visibility, and customer engagement through products which are exclusive to travel retail, limited editions and personalization options, along with a forward-thinking sustainability strategy.”
Storck Travel Retail is set to roll out several activations or travel retail offerings in Asia. These include a Werther’s Original promotion in collaboration with Eraman in Kuala Lumpur International Airport. The activation, running from May 1through to June 30 in Contact Pier Zone G, will highlight “mindful munching on the go” and Werther’s Original Popcorn and Blissful Bites. The campaign will build on Werther’s Original’s brand heritage at the same time as targeting younger consumers, including Gen Zs.
Storck’s Knoppers brand is set to feature in Thailand’s Suvarnabhumi Airport with King Power Duty Free from 1-31 May, while Merci will claim the spotlight at Singapore Changi Airport from 1-30 June with promotional offers to appeal to shoppers to drive conversion.
According to Storck, its Merci brand, available in 8 varieties, currently ranks the No. 4 most popular boxed chocolate brand in the world. Its Toffifee brand also ranks among the top 10 boxed chocolate brands in the world. Meanwhile, its flagship Werther’s Original has a brand value of €641 million (US$718 million), according to Euromonitor, with the brand consistently remains as the world’s most popular caramel brand.
