Ricola expands distribution partnership with KingofReach.com into new global markets

We are proud to announce that Ricola, a leading Swiss manufacturer of herb drops, extended a distribution partnership with us. This collaboration, initially focused on Scandinavia since November 2021, has now grown to encompass the Middle East, Latin America, and the Caribbean.

''The expansion marks a significant milestone in our strategy to deliver exceptional products and services globally.''

Andreas Reckart, Head of Travel Retail at Ricola, says


“Throughout our 80 years plus history we have always looked for opportunities to improve not only the products we sell but also the ways we deliver them to our customers and consumers,” says Ricola Head of Travel Retail Andreas Reckart. “In this spirit, we had a closer look at distribution within our current travel retail business and realised that a collaboration with the right strategic partner would result in a better service for our customers. We soon found our ideal partner in B&S with an initial agreement for Scandinavia, but we have quickly realized that their expertise can also serve us well in other markets for quality service and growth.”

Our View on Partnership's Growth

Our Head of MEA & APAC Duty Free & Travel Retail, Paul Cooke, shares his insights on the partnership’s evolution. “B&S (KingofReach.com) is delighted that the success of our brand partnership for Scandinavia enabled its agreement to be extended to the Middle East, Latin America and the Caribbean. Our regional focus has been specifically introduced to develop exactly these types of close brand partnerships allowing B&S to deliver best-in-class route to market and consistent availability, benefitting all parties from brand owners, distributors, retailers to most importantly consumers.”

Ricola's Product Distribution and Availability

The agreement allows us to distribute Ricola’s exclusive travel retail assortment, which includes its famed Swiss herb drops, through various channels like airlines, border shops, and maritime outlets. Ricola will continue handling airport retail independently across all markets. The product range includes assorted 250-gram original herb tins, sugar-free 75g tins (Original Herb, Lemon Mint, Cranberry and Alpine Fresh), sugar-free 75g tins Multipack (3x75g) and (4x40g) and the sugar-free 40g drops. All these items are accessible via our comprehensive global distribution network and our leading B2B e-commerce platform, www.KingofReach.com.

Enhanced Distribution Capabilities

Our commitment to efficient distribution is further strengthened by our temperature-controlled warehouse in the UAE, facilitating rapid and effective distribution in the Middle East. We offer our suppliers access to a digital portal where they can receive business development updates, relevant documents, as well as reports, ensuring streamlined and transparent communications.

“We are confident that B&S will help us to increase our travel retail distribution both in Scandinavia and across the Atlantic and even beyond,” continues Reckart. “We look forward to a long and mutually successful partnership.”