High hopes for Chocolat Weiss' Rugby World Cup range

Nicole Mezzasalma

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Official licensed products register strong start in sales even before the event

French luxury chocolatier Chocolat Weiss has launched its travel-retail range of official licensed confectionery products linked to the Rugby World Cup. Among the operators listing the line are Aelia, The Nuance Group, CDG Participations and Dubai Duty Free. The products have already been installed in a large number of airport stores and other travel-retail outlets, using rugby ball-shaped vending modules featuring the official International Rugby Board (IRB) Rugby World Cup logo.

Chocolat Weiss travel-retail operations consultant Christophe Balaÿ explained to Ravenfox.com why the company chose to make a special range for the competition. “Two years ago, independently of the Rugby World Cup, [Weiss] decided to design and test the production of bite-size rugby ball miniatures,” he said. “As such products were already available when the licence agreements were proposed by the IRB to suppliers, Weiss already had a strong advantage over other chocolate makers to be selected.”

The Rugby World Cup confectionery range consists of five different products featuring both milk and dark chocolate items, with prices ranging from €3 ($4.10) to €19 ($25.90). Major airports where Weiss’ rugby line can be found include Paris Charles de Gaulle, Paris Orly, London Heathrow, Glasgow Prestwick, Amsterdam Schiphol, Dubai International and Lisbon. The Eurotunnel terminal in Calais and the Eurostar shop at Gare du Nord also stock the items.

Balaÿ added that although the Rugby World Cup does not start until September 7 and the products have only been available in stores for a few days, the company’s rugby-themed confectionery line has had a strong start and fast-growing sales. He said: “This is due to efficient customised display units and rugby-ball shaped vending modules that have a strong customer appeal in the travel-retail stores. Best-sellers to date are the 50g dairy milk praline chocolate bar, priced at €3; the dark chocolate Eiffel Tower; and a box of 25 chocolate rugby ball miniatures.”