Cartwright & Butler highlights travel retail expansion and innovation at TFWA Cannes

Iconic British brand Cartwright & Butler will showcase its bold vision for growth in the specialty fine food category at this year’s TFWA Tax Free World Exhibition in Cannes, (Mediterranean Village, P14).

Highlighting Cartwright & Butler’s commitment to investing in engaging activations and experiential retail, this summer the company unveiled its first-ever High Profile Promotion (HPP) at London Heathrow Terminal 3, in partnership with Avolta.

Driving brand investment

Running during the peak summer season from August 6 to September 9, the activation showcased the brand’s best-selling Great British Collection – a carefully curated range of indulgent souvenir treats that celebrates British tradition in every bite.

Bold and colorful POS displays, created by the company’s in-house design team in collaboration with Kounter agency, delivered high visual impact and compelling brand storytelling, while Brand Ambassadors drove strong engagement through sampling. The campaign generated a measurable sales uplift and reinforced Cartwright & Butler’s credentials as a high-performing premium brand in the travel retail arena.

Underscoring its continued investment in channel-specific development, in July the company introduced a new travel retail exclusive: The Great British Luxury Chocolate Biscuit Selection Tin.

This TREX features 24 biscuits, all dipped, enrobed or smothered in rich dark, creamy white or smooth milk chocolate, presented in a bespoke, gold-accented Union Jack keepsake tin.

Designed with both shelf standout and gifting appeal in mind, this product spotlights the brand’s ability to meet the evolving expectations of discerning global travelers, and deliver memorable moments of indulgence.

A strategic global travel retail vision

Looking ahead, the focus for Cartwright & Butler remains firmly on delivering premium gifting products for GTR, with a strong emphasis on channel exclusives, products with a sense of place, and luxury trend-driven limited editions. This strong focus and investment in product development enhances the brand’s positioning as the go-to name in quality, British-crafted confectionery and fine food treats.

With a clear roadmap of differentiated innovation and tailored in-store activations, Cartwright & Butler will continue to elevate its footprint across key travel retail hubs, delighting consumers and supporting retail partners with its signature blend of heritage, craftsmanship and exceptional taste.

“As Cannes approaches, we are proud to highlight a year of significant progress in the travel retail channel, and look forward to showcasing our best-selling lines, plus presenting new product concepts, flavors and packaging innovations at this year’s TFWA show,” commented Commercial Director Charlotte O’Neill.

“Our steady pipeline of new products is central to our mission of bringing the quintessential British teatime experience to global travelers, as we work closely with our retail partners to build the Cartwright & Butler brand in both established and emerging markets.”