Cloetta Global Travel Retail unveils immersive Jelly Bean Factory activation at Dubai Duty Free
The promotional space incorporates local elements unique to Dubai, as well as an opportunity for travelers to interact with the installation
Cloetta Global Travel Retail (Cloetta GTR), part of Cloetta Group, is turning heads this summer with a bold and colorful activation for The Jelly Bean Factory at Dubai Duty Free. The promotional space incorporates local elements unique to Dubai, as well as an opportunity for travelers to interact with the installation.
The activation focuses on The Jelly Bean Factory, a brand which over the years has proven to be a true hero for Cloetta GTR in the travel retail industry. By introducing a unique sugar confectionery concept (gourmet jelly beans) with a clean recipe (gelatin free, no artificial flavors and colors) and colorful branding to the traveler, Cloetta GTR drives its ambition to grow the sugar confectionery category further, which travelers has responded positively to.
Cloetta GTR aims to attract travelers back to the shop floor with interactive, unique and above all joyful activations, which this promotional space is an excellent example of. Key elements of the activation include:
• All-purple Burj Al Arab display: A striking tribute to Dubai’s skyline, reimagined in Jelly Bean Factory’s signature purple, creating a perfect photo moment
• Bestsellers display: a carrousel featuring the travel retail exclusive 175-gram tube, which currently features as a permanent display on the shopfloor in more than 50 locations around the world
• The most recent innovation: the introduction of a digital AR Photo Booth, debuting at Dubai International Airport. This physical booth allows travelers to step in and use a QR code to activate a selfie tool on their smartphone. Within the tool, the travelers can choose themed backgrounds, add branded stickers and instantly share their photos on social media—blending physical presence with digital reach
The AR Photo Booth was developed to address a key challenge: how to create meaningful, low-touch engagement in high-traffic airport environments. The goal was to offer travelers a joyful, interactive experience that would not only draw them to the shop floor but also extend their interaction with the brand beyond the physical space.
“We’re excited to host The Jelly Bean Factory activation at Dubai Duty Free. It’s a fun, eye-catching experience that brings something fresh and engaging to our retail space. Travelers are always looking for something memorable, and this activation delivers just that. We’re proud to support creative brand experiences like this at Dubai International Airport," says Sharon Beecham, Senior Vice President for Purchasing at Dubai Duty Free.
The fixture highlights the exemplary collaboration between Cloetta Global Travel Retail and King of Reach by B&S. With this experienced and reliable distribution partner, Cloetta GTR is able to expand the geographical reach of its products exponentially. What started as a fruitful partnership in travel retail in the Middle East, is now expanding all across the world.
"Our partnership with Cloetta GTR continues to gather pace, powered by a shared passion for smart growth and standout brand experiences. Their strategic flair for travel retail is second to none, and at King of Reach, we’re proud to be the engine behind their global momentum. With our robust B2B platform and agile distribution network, we ensure brands like The Jelly Bean Factory don’t just reach new markets — they make a statement when they arrive. From sweet treats to serious scale, this collaboration shows how regional focus can drive global flavor," says Paul Cooke, Head of Middle East, Africa & Asia Pacific, Duty Free & Travel Retail at King of Reach by B&S.
“Cloetta GTR is continuing to activate our strong brands in 2025. We have received very positive feedback on how we combined local, interactive and colorful elements in our HPPs in 2024, and we aim to amplify this by adding the Augmented Reality aspect. This activation at Dubai International Airport responds directly to evolving traveler expectations. Today’s travelers seek joyful, shareable experiences that go beyond traditional retail. By combining interactive installations with digital tools, Cloetta GTR taps into the growing demand for experiential retail and social media-friendly moments. The activation also supports the rising trend of personalization and regional relevance, with each activation tailored to its location. In 2025 and beyond you can expect to see these AR photobooths featured in more selected airports throughout the world,” adds Jana Stroop, Global Travel Retail Manager at Cloetta GTR.
