Nestlé International Travel Retail (NITR) has teamed up with chocolate brand Cailler to launch what it claims is the first premium confectionery virtual reality experience in travel retail.

The Taste of Real experience, taking place in the Zurich Airport’s Airside Centre until 24 June, invites travelers to find out about the Cailler’s story and heritage via virtual reality technology. The campaign also introduces viewers to local farmers collecting their milk as well as chocolate makers at work in the onsite atelier at Maison Cailler.

Stewart Dryburgh, general manager at NITR, says, “The Taste of Real campaign sees us pioneering virtual reality in the confectionery channel, using cutting edge technology to drive engagement and consumer conversion.”

Manuela Facheris, global category head confectionery at Dufry, adds, “Cailler already plays a key role in the growth of the category and The Taste of Real activation continues to support this by engaging with consumers, generating footfall and increasing sales at Zurich airport.”