The immersive London Luton activation space.

Mondelēz World Travel Retail (WTR) has created an activation at London Luton Airport to support the introduction of its Cadbury Biscoff collaboration.

As reported, the new tablet combines the taste of Cadbury chocolate with the caramelised crunch of Biscoff, tapping into demand for texture-led chocolate formats.

The immersive activation space has been designed to maximise customer interaction. A key highlight is an interactive Cadbury photo experience that features instant prints to take away.

Digital screens highlight product messaging, while the layout guides shoppers across the wider Cadbury range, including Cadbury Biscoff. Open participation aims to draw footfall, while the photo element creates shareable moments that extend visibility beyond the store.

Mondelēz World Travel Retail Director Category Customer & Shopper Marketing Anna Somogyi commented: “What makes Cadbury Biscoff particularly compelling in travel retail is that it brings together a distinctive flavour profile with a format that shoppers already understand and enjoy.

The new tablet combines the taste of Cadbury chocolate with the caramelised crunch of Biscoff, tapping into demand for texture-led chocolate formats.

“When that kind of product is supported by retail environments designed around how travellers actually move and shop, we have the perfect conditions for both engagement and conversion.

“The activation at Luton reflects our focus on Cadbury Biscoff as we’re confident that this innovation will achieve significant success, serving as a pivotal component of our strategic roadmap for 2026.”

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