The house of Valrhona unveils a taste of things to come
The house of Valrhona unveils a taste of things to comePublished: 25/07/11
Source: ©The Moodie Report
By Rebecca Mann, Associate Editor
Print Email FRANCE. Luxury French chocolate house Valrhona is set to target travel retail more specifically, with the September introduction of a new premium outlet/travel retail exclusive trio. The products, which were previewed to The Moodie Report during an exclusive two-day visit to the companys Tain LHermitage headquarters earlier this month, will be officially revealed to the trade at this years TFWA World Exhibition in Cannes.
The move coincides with a new chapter in the companys development, as it seeks to expand and strengthen its international presence beyond its French heartland. In the past four to five years, we have completed the huge job of changing our packaging, updating our visual identity, and creating many new products, Retail Sales Manager Europe Eric Carlier tells The Moodie Report. Importantly, we have really decided to invest in the travel retail business. Last year alone we opened around 20 new airports
and we want to further build on this development and expansion.
The first premium/travel retail exclusive is an extension to Valrhonas Grands Cru collection. Called Discovering a World of Taste (Voyage Sensoriel autour des Grands Crus) the premium gift set invites consumers to travel the world by tasting four, single-origin, dark Grands Cru chocolates, each of which is made from cocoa beans grown in different locations. These are: Caraïbe (the Caribbean), Manjari (Madagascar), Alpaco (Ecuador) and Taïnori (the Dominican Republic).
The set contains four 70g bars one of each type of chocolate presented in the form of a slim, fold-out book, and accompanied by an explanatory leaflet. The price point is around 20.
This product is exclusive to the premium channel, which for us means travel retail, Valrhona Boutiques and certain high-end department stores, explains Carlier. But travel retail in particular is a key target.
We think this is a real innovation, notes Travel Retail Marketing Manager Lucie Montagnon. We have decided not to develop destination merchandise as such, but instead have created a product that allows consumers to travel around the cocoa world.
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