Nestlé International Travel Retail (NITR) is reinforcing its leadership in the travel retail food category with a strong presence at the TFWA Asia Pacific Exhibition in Singapore (May 11–15). The company will showcase exclusive travel retail lines from its core brands as part of its Food No. 1 strategy.

General Manager Fred Porchet emphasizes the importance of the APAC region: “Returning to Singapore is key for anyone serious about this market. Nestlé continues to see strong results thanks to our focus on confectionery growth and strategic retailer partnerships.”

Despite challenges such as rising cocoa prices and lower footfall, Porchet remains optimistic: “Food and confectionery remain the most visited and purchased categories in travel retail. With strong self-treating and gifting habits and high conversion rates in Asia and the Middle East, the opportunity is clear.”

Data from M1nd-set indeed shows that food is one of the top purchased categories in the APAC and MEA regions where it delivers higher footfall conversion and spend than any of the other regions. Significantly Gen Z, who are set to become the largest group of travelers by 2027 but are difficult to engage, are most likely to buy in the food category.

As the industry is challenged by footfall, unlocking the potential of food with this segment is critical. Porchet further notes: “The region’s growing Gen Z population, increasing spending power, and love for exclusive, high-quality products make APAC a major growth opportunity for all stakeholders.”

Global brand appeal, TRX driven portfolio and world class shopper engagement platforms. Nestlé’s portfolio, led by KitKat, remains a favorite across age groups and is the #1 chocolate bar for Gen Z, who also value experiences and fun as well as sustainability—a key message in Nestlé’s cocoa sourcing. After Eight and Smarties also maintain strong appeal in the region. 

Travel retail exclusives and innovation

With travel retail exclusives remaining a key purchase and growth driver (76% of APAC duty-free buyers according to the TFWA Global Duty-Free Shopper report 2025), NITR is well aligned with shopper expectations. Driving a portfolio composed essentially of travel exclusives, it is important to note that Nestlé Sustainably Sourced Cocoa, launched last year, is a totally travel exclusive brand.

New product launches

NITR’s latest launches are designed to increase footfall and offer variety:

• KitKat Mix Pouch (372 g): Four flavors – Peanut Butter, Salted Caramel, White, Classic
• KitKat Senses Miniatures (161 g): Milk, Caramel, and Hazelnut
• KitKat Ball (111 g): Light, crispy snack for anytime enjoyment

Sustainability remains a focus with the Nestlé Sustainably Sourced Cocoa range, made with Rainforest Alliance-certified cocoa. A new item, Dark Chocolate Thins (170 g), features three premium varieties in recyclable packaging.

Smarties continues to lead in sustainability and play-based learning, the company says. The Mini Sharing Bag (355 g) and Cool Creatures Set combine fun, learning, and eco-friendly packaging, aligning with Nestlé’s "Learn Through Play" initiative.

World class shopper engagement platform: KitKat x Formula 1

NITR is also introducing its KitKat x Formula 1 partnership to its Asia Pacific customers, combining the excitement of F1 with the fun of KitKat to boost customer engagement and drive sales.

With an estimated fanbase of 700 million fans worldwide, Formula 1 is growing in popularity, including with a younger and more diverse audience. It also benefits from an immersive digital ecosystem. Through this partnership, KitKat wants to bring its iconic "Have a Break, have a KitKat" message to more people and enable them to take a moment to pause. 

“The global nature of F1 as a sport makes it a perfect fit for GTR as a platform to bring together the fun of KitKat with the thrill of the F1 sport, creating memorable experiences for fans wherever they may be! We have plenty of exciting plans to share,” Porchet says.

Nestlé SA is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.