Diamonds International will be introducing Cartwright & Butler to the cruise section.

British heritage brand Cartwright & Butler has made its debut in the cruise sector through a new partnership with Diamonds International, marking a significant step in its global travel retail expansion.

The collaboration was initiated following introductions at the 2025 DFNI Cruise Conference, where Cartwright & Butler presented its biscuit and confectionery portfolio to the cruise channel for the first time. The two family-founded businesses aligned over a shared emphasis on quality, storytelling and premium presentation – values that have now translated into a new onboard retail listing.

Diamonds International operates retail onboard Oceania Cruises and Regent Seven Seas Cruises, both part of Norwegian Cruise Line Holdings. Cartwright & Butler launched onboard Oceania Cruises’ Allura and Regent Seven Seas Cruises’ Mariner in December 2025, introducing a curated selection of its signature 200g biscuit tins, traditional fudge and English Breakfast tea.

Following strong early sales, the range will expand in 2026 to include three additional shortbread variants – Lemon, Pistachio and Demerara – further enhancing the premium gifting and self-purchase offer for guests. Distribution is also set to widen, with listings rolling out across six ships in total, including four additional Regent Seven Seas vessels by the end of May. Online crew training sessions will support the expansion.

Commercial Director Charlotte O’Neill said: “This has been a fantastic example of how meaningful connections made at the right event can open entirely new channels for a brand. As a family business, it was genuinely special to connect with another family-led organisation to secure our first cruise line listing.

“While airports remain a critical growth driver, we see excellent synergies across the cruise and ferry sectors too. We are excited to bring our product portfolio and our story to cruise guests from around the world.”

Samantha Field, Senior Director Onboard Retail at Diamonds International, added: “We are delighted to be introducing Cartwright & Butler to Oceania and Regent Cruise guests.

“We are always focused on elevating the luxury onboard retail experience through distinctive brands that combine quality, heritage and strong visual appeal. With its beautifully presented tins and truly delicious biscuits, Cartwright & Butler is the perfect fit.”

The move signals Cartwright & Butler’s intention to diversify beyond airports and tap into the growing cruise retail opportunity, leveraging its heritage positioning and giftable packaging to appeal to a captive, premium audience at sea.

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