Mondelez WTR named top-performing travel retail supplier in the 2025 Advantage Report

Mondelez World Travel Retail (WTR) has been named the top-performing travel retail supplier in the 2025 Advantage Report, reaffirming its position as a partner of choice for the global channel.

Advantage Report is an annual benchmarking study based on both quantitative and qualitative feedback from leading duty free retailers and distributors worldwide. It aims to help brand owners better understand and improve their customer engagement across key business areas.

This year, retailers and distributors evaluated supplier performance across four critical engagement drivers: partnership, execution, reputation and vision. Mondelez WTR received top marks in these categories, including a leading position across all categories, all suppliers, reflecting its continued focus on innovation and commitment to putting the traveler at the center of everything it does.

The recognition follows a year of strong momentum for Mondelez WTR, which has seen the launch of new formats for Toblerone – including the brand’s first-ever dedicated travel retail campaign, as well as pioneering partnerships with LALIGA and innovative activations across major airports. Each initiative has been driven by a collaborative spirit and a desire to deliver memorable experiences for travelers.

Commenting on the achievement, Mondelez WTR emphasized its gratitude to the industry for the ongoing collaborative efforts that help enhance the travel retail experience. The company is proud of its strong reputation, built over many years, but recognizes that true success is only possible through collective effort, trust and strong relationships with industry partners.

“We are grateful to our customers and industry partners for their trust and support,” said Joost Rosmuller, Vice President of Special Businesses and Managing Director, Mondelez World Travel Retail.

“This recognition is meaningful because it celebrates what matters most to us: partnership, innovation, and putting the traveler first. We are proud of the reputation we have built together, and know that true success comes from openness, trust, and a collective focus on delivering value for travelers. My sincere thanks go to our partners, our teams, and everyone in the travel retail community who helped make this milestone possible.” 

Christophe Bouye, Managing Director EMEA and Global Travel Retail at Advantage Group, commented, “Mondelez World Travel Retail has distinguished itself this year by combining commercial excellence with a genuine commitment to partnership. The feedback from our network highlights Mondelez WTR’s leadership in adapting to industry challenges and helping to set new standards for supplier collaboration. Their investment in innovation, attention to customer needs, and support for the industry as a whole are widely recognized and valued. We congratulate the entire Mondelez WTR team for setting such a positive example and for their outstanding contribution to travel retail.”