Mondelez World Travel Retail (WTR) is paying homage to the British heritage of much-loved chocolate brand Cadbury with the launch of the Cadbury Dairy Milk Great Britain 520g Pouch.

The new innovation launched exclusively with Dufry and has been available to shoppers across airports in the United Kingdom since December 2022.

An associated sense of place campaign commenced on 1 February at London Stansted Airport and will be running until the end of March, offering original and personalised gifting options to travelling consumers.

“As times change, so do consumer preferences, and as per our renewed category vision, addressing these changes is a key area of focus for Mondelez WTR,” said Dogus Kezer, Marketing Director, Mondelez WTR.

“We aim to grow the overall category, drive penetration and accelerate conversion through delivering unique experiences, elevating confectionery category awareness, and leveraging our winning portfolio.

“The Cadbury Sense of Place campaign underlines this commitment, exciting and delighting travellers with unique concepts, like the exclusive new pouch, and eye-catching activations, like the iconic double decker bus display, which has already captivated travellers at London Stansted.”

The souvenir style pouch has an eye-catching new design, featuring classic British ‘icons’, including the London black cab, the red telephone booth and the British bulldog.

The supporting campaign activation features a location themed display, enhancing the sense of place concept with an engaging in-store experience.

Positioned in the heart of the Stansted Airport store for optimum visibility, the Dufry exclusive pouches are showcased in a Cadbury purple double decker bus gondola .

Each pouch contains miniature Dairy Milk chunks – an ideal format for travellers.

As an extra bonus, travellers can personalise a gift bar or pouch with a bespoke message courtesy of the Cadbury ribbon printer.

Cadbury bars with themed sleeves are also available.

Mondelez WTR first introduced its ‘sense of place’ concept for confectionery in 2015 with Toblerone. In the years following, the company has continued to being new and exciting initiatives to the fore that cater to evolving consumer tastes.

The strategy is backed by a July 2022 study by m1nd-set , which shows that 23% of travel retail shoppers gift items that have a local touch and 18% enjoy exclusive, limited-edition purchases.

The sense of place activation is set to roll out across various other locations this year.