Mars Wrigley to showcase new innovations at TFWA WE in Cannes

At the upcoming TFWA World Exhibition, Mars Wrigley International Travel Retail (Mars Wrigley ITR) will unveil its new 2026 portfolio plans, showcase the M&M’S® Experience concept, and highlight its successful Transaction Zone model. Together, these initiatives are designed to help retailers drive footfall, boost conversion, and grow basket spend. Visitors can find the Mars Wrigley ITR booth in Bay Village, BAY-141.

“The TFWA World Exhibition is an opportunity for us to connect with partners and customers, and to demonstrate how we can build success in travel retail together,” says An De Volder, Market Director at Mars Wrigley ITR. “This year we are highlighting three priorities. First, we are strengthening fundamentals with a portfolio designed for the Transaction Zone, offering convenient treats for self-indulgence and refreshing gum options. Second, driving conversion with new gifting propositions across our popular brands, including travel packs, travel exclusive items and new variants that tap into the trend of sharing and giving. And third, attracting footfall with our M&M’S Experience concept, which elevates the in-store experience and creates memorable moments for shoppers.”

Strengthening the fundamentals: Transaction Zone and core portfolio

Getting the fundamentals right is central to the Mars Wrigley ITR approach. One key growth area is the Transaction Zone, where travelers look for quick “for me, for now” treats. By tailoring the product mix to different need states and checkout formats, from manned pay stations to the queuing Area, and self-checkout, retailers can capture more impulse sales.

“In duty free retail, where over 800 million travelers shop each year, even small changes in product assortment, store layout and shopper engagement at the checkout can deliver meaningful returns,” adds An De Volder. “This is particularly true for Millennials and Gen Z, who now make up 53% of global passengers and expect shopping to be fast, relevant and memorable. Aligning design and assortment with these expectations creates opportunities for both retailers and shoppers.”

Alongside optimizing the Transaction Zone, Mars Wrigley ITR is also strengthening its core portfolio as apart of its fundamentals, supporting other relevant purchase moments beyond checkout, especially those linked to sharing. With 28% of travelers buying confectionery to share, Mars Wrigley ITR is expanding its core portfolio with:

• M&M’S: A new M&M’S Cookie Dough flavor will join the core portfolio in Spring 2026. Each M&M Cookie Dough combines a delicious piece of cookie dough, coated in smooth milk chocolate and finished with a crispy thin shell. It will be available worldwide in a limited-edition 310-gram pouch

• Twix: In the spring of 2026 Mars Wrigley ITR will also be adding a new Twix flavor, Twix Hazelnut, to its portfolio. Available worldwide in a 440-gram travel-exclusive pouch, it combines the three irresistible layers consumers know and love, now with a delicious hazelnut caramel twist

M&M’S Candy Tins unlock new gifting possibilities  

Alongside strengthening the fundamentals, Mars Wrigley ITR is rolling out its biggest gifting innovation yet, making it easier than ever to delight travelers and inspire purchases. The gifting portfolio expands with two new M&M’S Candy Tins, extending the existing travel-exclusive tin range and offering more ways to enjoy M&M’S together:

• M&M’S Candy Tin Small: Available in seven collectible designs and colors, these square tins bring a playful element to the shop floor while doubling as keepsakes for the home or office. Shoppers can collect the full set or stack and combine colors and designs to create flags, patterns, or personalized displays

• M&M’S Candy Tin Large: A rectangular, single-color created as the perfect gift to share. The travel-exclusive tins feature designs built around ‘fun’ and ‘togetherness’, themes that capture what M&M’S stands for

The small and large Candy Tins will feature M&M’S peanut and will be available worldwide in the spring of 2026.

“Gifting remains one of the strongest drivers of confectionery in duty free, giving travelers a meaningful way to share moments while on the move,” says An De Volder.  “Our Tin range has already proven to be a successful gifting concept, and with this biggest update yet we are taking it further. We will now be covering three different price tiers with our tins and have 14 different designs. This opens up fresh opportunities for retailers to drive conversion, while exclusive designs bring added excitement and appeal on the shop floor.”

Redefining the confectionery shopping experience in duty free with the M&M’S Experience

Together with strong fundamentals and an optimized gifting portfolio, Mars Wrigley ITR’s recently launched M&M’S Experience concept provides retailers with an opportunity to drive footfall. The concept is a new travel retail initiative designed to enhance the travel experience. First introduced in July at Antalya International Airport, it can be adapted for standalone stores or shop-in-shop environments and is built around three pillars:

• Brand partnerships that feature rotating limited-edition collaborations, such as the M&M’S x kate spade new york candy inspired collection of leather bags and jewelry. These unique partnerships aim to connect with travelers in new ways, particularly Millennials and Gen Z

• Personalization & sense of place with customized and location-inspired gifting options

• Interaction & engagement with gamified experiences and digital content reflecting M&M’S value of "More Fun Together"

“The M&M’S Experience concept creates a memorable retail moment that surprises and engages travelers,” says An De Volder. “We are seeing good results coming from our M&M’S Experience shop-in-shop at Antalya International Airport and we are only getting started. We have recently opened our second M&M’S Experience Shop-in-Shop in Jeddah with partner Gebr. Heinemann, further expanding the concept’s reach and more M&M’S Experience stores will launch in various formats and locations this year and next year.”