Perfetti van Melle partners with Avolta in first Chupa Chups shop-in-shop at Barcelona Airport

Leading sugar confectionery company Perfetti van Melle (PVM), has opened its first shop-in-shop concept space for Chupa Chups at Josep Tarradellas Barcelona–El Prat Airport Terminal 1, in partnership with Avolta.

The 21-square-meter store, which opened in May, showcases the expanded Chupa Chups range for the global travel retail channel, underlining the brand’s commitment to engaging travelers on the duty-free shop floor.

PVM chose Barcelona for the first Chupa Chups retail location due to the brand’s close ties with Spain. It was launched in 1958 and invented by a Spaniard called Enric Bernat; Chupa Chups comes from the Spanish verb ‘chupar’ to lick, and Chupa Chups lollipops are still produced in a factory just outside Barcelona.

Over the last few years, PVM has grown Chupa Chups strongly in the travel retail channel, both with global partners and with Avolta specifically. The new shop-in-shop space in Barcelona is the next step in the growth of the brand in travel retail and testament to the close collaboration between PVM and Avolta.

Carousel retail design

The new Chupa Chups space has been designed by long-term partner agency 72, and features a central carousel concept area with digital signage elements and interactive screens to promote engagement and gamification. First launched at TFWA World Exhibition in Cannes in 2022, the eye-catching Chupa Chups digital engagement screens have been updated with new character designs for adults and kids alike and will be a permanent fixture in the store. Sitting alongside the dedicated wall bays, this reflects PVM’s focus on impactful travel retail activations via slogans such as ‘Bring Home the Fun’ for Chupa Chups.

PVM Marketing Manager, GTR, Lauren Potter, said, “We are delighted our new concept space is now open at Barcelona. This is more than just a product showcase, it’s a playful and experience-driven destination store where travelers can engage with the brand, through interactive digital screens, as well as shopping the latest Chupa Chups gifts or sharing bags.”

She said the Barcelona opening is a key component of a busy year of activations for the brand around the world.

Philippe Moryl, Avolta’s Global Head of Category for Confectionery, Souvenirs and Toys, commented, “At Avolta, we’re passionate about creating unforgettable moments for travelers – and this new Chupa Chups shop-in-shop does exactly that. We are delighted to partner with PVM, for this first Chupa Chups GTR concept space that transforms a piece of Barcelona’s cultural heritage into a joyful retail experience. It’s another great example of how strong collaboration and creative design can elevate the travel retail journey.”

Chupa Chups NPD

The Chupa Chups travel retail product portfolio is an opportunity for PVM to try out new innovations and offers a range of products across gifting, snacking and sharing categories. New for 2025 will be the Chupa Chups Sour Pouch Bag, offering an additional item to the snacking and sharing portfolio, with flavors Sour Strawberry, Sour Lemon and Sour Apple. This will be the brand’s third pouch bag, along with the Chupa Chups Best of and Strawberry Loves Pouch Bags.