Mondelez WTR reveals Cadbury’s travel retail exclusive brand refresh
The redesign is central to the British chocolate brand's long-term commitment to driving category growth in the channel
Mondelez World Travel Retail (WTR) has unveiled a bold, travel retail-exclusive redesign for Cadbury, Britain’s number one chocolate brand.
The refreshed Cadbury portfolio introduces a premium, modern aesthetic inspired by the brand’s British heritage and designed to elevate gift-worthiness for travelers seeking something special and distinct from the domestic range.
This redesign is central to Cadbury’s long-term commitment to driving category growth in the channel, creating a shopper-led experience that boosts visibility and penetration.
According to Mondelez WTR, what makes Cadbury a strong chocolate brand is its connection to nostalgia; 45% of shoppers choose chocolate brands that remind them of their childhood and 43% said chocolate evokes childhood memories.
As gifting, snacking, and souvenir purchases continue to shape travel retail confectionery, Cadbury is evolving its offer to meet shopper demand for premium, meaningful products.
The redesign celebrates the brand’s heritage and authentic, creamy taste, while improving the shopping experience through bolder color navigation and design-led packaging. Travel-retail exclusive formats, such as Sharing Pouches (250g), Big Pouches (400g), and Big Taste Tablets (280g and 300g), are given prominence, catering specifically to key traveler moments. The two bestselling skus will have a special edition designed exclusively for travel retail.
The ‘Sense of Place’ Great Britain edition, launching in July, brings British storytelling and emotional resonance, meeting the growing demand for originality and exclusivity. Rolling out nationwide across key UK airports from July 2025, the launch will be brought to life through high-impact activations and engaging in-store experiences.
Travelers can look forward to headline promotions such as ‘Win a Weekend in London’, across key UK airports, as well as engaging activations offering immediate rewards with a distinctly British twist, such as spin to win games in London Heathrow and Stansted airports. In addition, interactive photo opportunities at Luton airport invite shoppers to capture special memories to take home from their journey with tastings, exclusive gifts, and limited-edition souvenirs rounding out the experience.
Through this exclusive redesign and a shopper-led activation plan, Mondelez WTR said it is setting a new benchmark for engagement in travel retail. By putting the traveler at the heart of the experience, the brand is poised to deepen consumer engagement, encourage discovery across the range, and further reinforce Cadbury’s leadership as the UK’s number one gifting brand.
Every Cadbury product in this new portfolio is responsibly sourced. 100% of Cadbury’s products are made with cocoa from Mondelez’s Cocoa Life Program, which will invest US$1 billion from 2012 to 2030 to help cocoa communities thrive. This commitment reinforces that Cadbury’s values of generosity and kindness extend beyond the quality of its chocolate.
Anna Somogyi, Director Category, Customer & Shopper Marketing at Mondelez World Travel Retail, said, “Cadbury has always stood for sharing, generosity and little moments of joy, and that’s exactly what we wanted to bring to life with this redesign. This renovation reflects our long-term commitment to growing the category in travel retail by putting shoppers first – offering greater visibility, a more memorable in-store experience, and gifting options that truly stand out.
“With the new Sense of Place edition, we’re also celebrating Cadbury’s British heritage and giving travelers a unique memory from their journey.”
