Loacker partners with Lagardère Travel Retail in centenary celebrations at Zayed International Airport

Loacker is continuing its landmark 100th anniversary celebrations with an impactful HPP event at Zayed International Airport, Abu Dhabi, in collaboration with Lagardère Travel Retail.

The activation runs from November 1 – 30, 2025, in a prime location at the entrance to the flagship duty-free store’s main confectionery area, offering a warm and inviting welcome to guests.

The pop-up has been specially designed to immerse travelers in Loacker’s world of natural goodness, Alpine heritage and uncompromising quality. Key features include live pastry workshops, where travelers can create their own signature Loacker wafer, experiencing first-hand the quality ingredients and craftsmanship that have defined the brand for a century.

Activation visitors are also invited to sample a selection of Loacker’s best-selling products, guided by knowledgeable brand consultants.

A century of goodness

Loacker’s story began in 1925, when Alfons Loacker acquired a small pastry shop in Bolzano, Italy, where he crafted the very first “Bolzano wafer". A century later, that delicate, wafer-thin creation – layered with smooth, flavorful creams – has developed into a diverse product portfolio enjoyed in over 100 countries. Today, Loacker stands as a global leader in the wafer and chocolate specialties sector, admired for its tradition, quality, and dedication to pure, natural goodness.

To mark its milestone 100th anniversary, Loacker has created a series of high-profile activations and promotions in travel retail, alongside new products and commemorative packaging. Earlier this year the company also unveiled the “Goodness is a Rebel’s Choice” platform, featuring its centenary slogan and a range of associated initiatives.

Daniel Kerschbaumer, Loacker Deputy Business Director Middle East, commented, “We are delighted to celebrate Loacker’s 100th anniversary with this special HPP activation in partnership with Lagardère Travel Retail at Zayed International Airport, Abu Dhabi. The pop-up allows travelers to create their own fresh Loacker wafer and explore our full product portfolio – showcasing Loacker’s 100-year heritage, and reinforcing our commitment to quality, tradition and innovation.”

Juan Miguel Cabrera, Loacker Head of Travel Retail and Duty Free, added, “Our collaboration with Lagardère Travel Retail at Zayed International Airport, Abu Dhabi reflects a strong and ongoing partnership built on shared values. It also highlights our commitment to delivering engaging, premium retail experiences for international travelers, while advancing our global expansion strategy across high-growth and emerging GTR markets.

“We are immensely proud of everything Loacker has achieved during its first centenary. Travel retail will continue to play a pivotal role as we lay the foundations for the next 100 years of success.”

Renee Mallia, VP-Marketing Lagardère Travel Retail, commented, “The Loacker 100th anniversary activation has truly elevated the passenger experience at Abu Dhabi Duty Free. By combining interactive elements such as live pastry workshops with premium sampling, this pop-up has created a unique sense of engagement and discovery for travelers. It’s a great example of how meaningful brand partnerships can add real value to the airport journey. Loacker has been an outstanding partner, and together we’ve delivered an activation that blends heritage, quality, and innovation, making every moment at the airport even more memorable.”