Cloetta GTR partners with Lagardère Travel Retail in major confectionery activations
#BeanthereDoneThat: Cloetta Global Travel Retail's The Jelly Bean Factory at Zayed International Airport
Cloetta Global Travel Retail (GTR) – part of Cloetta Group – has partnered up with Lagardère Travel Retail to create bespoke confectionery activations at Zayed International Airport, Abu Dhabi, and Paris Charles de Gaulle Airport.
The promotional spaces incorporate local elements unique to Abu Dhabi and Paris, as well as an opportunity for travelers to interact with the installation.
Both the activations focus on The Jelly Bean Factory, a brand which over the years has proven to be a hero brand for Cloetta GTR in travel retail. By introducing this sugar confectionery concept (gourmet jelly beans) with a clean recipe (gelatin free, no artificial flavors and colors) and colorful branding to the traveler, Cloetta GTR drives its ambition to grow the sugar confectionery category further, which travelers have responded positively to.
Cloetta GTR said it aims to attract travelers back to the shop floor again, with interactive, unique and above all joyful activations. The spaces in both locations offer an opportunity to take a picture with a famous all-purple landmark on which the flavorful products of The Jelly Bean Factory are displayed.
The Jelly Bean Factory activations highlight local elements that are unique to their locations
For Paris, this is the reopened Notre Dame, and for Abu Dhabi it is a combination of recognizable local buildings. The last element of both activations is the best-sellers display: a carousel featuring the travel retail-exclusive 175g Tube, set to feature as a permanent display on the shop floor in more than 50 locations around the world in 2025.
The Abu Dhabi fixture offers travelers an opportunity to take a picture behind a photo wall featuring the text ‘I’ve been to Abu Dhabi, #BeanThereDoneThat’, showcasing the playfulness of The Jelly Bean Factory as well as providing travelers with an interactive element.
Renee Mallia, VP Marketing of Lagardère Travel Retail UAE, commented, “We are delighted to partner with Cloetta Global Travel Retail to bring The Jelly Bean Factory activation at Abu Dhabi Duty Free. This vibrant installation captures the brand’s playful spirit and premium quality while enhancing the passenger experience with an interactive photo opportunity. At Lagardère Travel Retail, we are dedicated to delivering innovative retail concepts that resonate with travelers, and this activation is a perfect example of that vision in action.”
Charlotte Dezaphix, Brand Promotion Manager at Lagardère Travel Retail, added, “We are more than happy to welcome The Jelly Bean Factory on activation in our shop floors in Paris and Abu Dhabi. They know how to combine their strong colorful brand with localness in each location. They came with the reproduction of Notre Dame de Paris at the beginning of the year to give a nod to the official reopening of the cathedral in Paris, and many more are coming in 2025. Together, we aim to elevate the experience of travelers throughout their journey.”
Sven van Dijk, Global Travel Retail Manager at Cloetta GTR, said, “For Cloetta GTR, 2025 is all about further activating our strong brands. We have received very positive feedback on how we combined local, interactive and colorful elements in our HPP’s in 2024, and we aim to continue and amplify this. The collaboration with Lagardère Travel Retail is proving to be a successful one, as we plan to install more of these spaces in 2025.”
