The Hershey Company has unveiled a major transformation of its Travel Retail Exclusive portfolio, introducing a reimagined range designed specifically for the needs of today’s global traveler. Hershey’s Kisses and Nuggets are the first lines to debut the refreshed identity, launching in key Asia locations including Singapore Changi, Kuala Lumpur and Bangkok Suvarnabhumi airports from September, followed by Reese’s global rollout in January.
The revamped portfolio aims to increase relevance among the growing proportion of Millennial and Gen Z travel retail shoppers – many of whom are attracted by limited-edition products. With this in mind, The Hershey Company identified an opportunity to create a more distinctive Travel Retail Exclusive proposition that increases shopper conversion and expands Hershey’s presence within the gifting and premium segments.
As part of the transformation, several new products have been added to the Hershey’s Kisses and Nuggets, and Reese’s Travel Retail Exclusive range: Kisses Classic Selection 500g, Kisses Filled Selection 500g, Nuggets with Almonds 250g, and Reese’s Miniature Milk and White 500g.
In addition to new SKUs, the transformation includes the rebranding of existing Travel Retail Exclusive products, a refreshed portfolio architecture and new packaging designed for modern airport environments. Reese’s will launch globally in January 2027 while the rest of the reimagined portfolio will go live throughout 2027 and 2028 accompanied by an extended flavor line-up and new gifting items.
Purpose-built travel retail portfolio
The redesign moves towards a more travel-focused identity designed specifically for airports and international travelers. Packaging features a contemporary design incorporating travel-inspired cues and storytelling designed to strengthen the connection with the travel journey. The revamped portfolio also includes the launch of strategic 250g and 500g formats that create stronger consistency and better align with travel retail shopping missions.
A new global activation platform
The reimagined portfolio will be supported by a new global activation platform that aims to connect portfolio, shopper journey, airport environment and brand storytelling into one consistent experience. Launching throughout 2027, the platform will bring The Hershey Company’s “Take the Taste With You” rebranded platform to life through immersive airport experiences, including experiential retail, digital engagement and personalization. More details on the activation platform and the portfolio strategy will be showcased to industry partners at TFWA World Exhibition and Conference.
Swarnim Bharadwaj, Director Marketing, India, APAC, EMEA & World Travel Retail, The Hershey Company, said: “Building on the successful rollout of the ‘Take the Taste With You’ platform, the reimagined Travel Retail Exclusive portfolio marks The Hershey Company’s evolution from a branding platform into a fully integrated portfolio strategy spanning packaging, product innovation, shopper experience and activation. We are confident the portfolio transformation will support long-term growth by strengthening our position in channel-exclusive products and improving shelf-impact. The strategic product formats, supported by immersive airport activations, will allow us to connect more deeply with global travelers as we seek to create a connected shopper experience across airports worldwide.”
