MWTR reinforces credentials as it toasts 25th milestone in Cannes

By Luke Barras-hill |


Mondelēz World Travel Retail celebrated 25 years at the TFWA World Exhibition.

Mondelēz World Travel Retail (MWTR) Managing Director Jaya Singh has credited the organisation’s consumer- and people-centric approach for creating economies of value in travel retail confectionery.

An anniversary reception held on Wednesday 2 October during the TFWA World Exhibition & Conference (30 Sept – 4 October) gathered MWTR customers, colleagues and sections of the trade press to celebrate what the company hailed as ’25 years of pioneering excellence in confectionery’.

Addressing attendees, Singh said: “The TFWA World Exhibition and Conference is always the highlight of the travel retail calendar, and we couldn’t imagine a finer occasion to celebrate our twenty-fifth year of dedication to the channel.


Juergen Leisse, Mondelēz International President, Central Europe & EU Central Sales.


“This gathering of our retailer, airport, association and media partners – of friends of Mondelēz – is a very special moment for us. Twenty-five years of Mondelēz World Travel Retail. A quarter of a century. Steadfast. Unwavering. Fully committed.

“You may wonder how Mondelez WTR achieved all of this? What’s the recipe for success? The essential ingredient? Quite simply, People.

“People are at the heart of what we do at Mondelēz, and it always starts with the consumer. Today, we’re able to get closer to our consumers than ever before.

“When we listen to what they want. When we engage them in a way that is meaningful to them. When we get closer to the heart of the shopper… And the heart is really the key to the economics. That’s what creates value.”

Outlining the raison d’être of MWTR’s long-running category vision, ‘Delighting Travelers’, and the firm’s ‘pioneering, can-do spirit’, Singh made clear that satisfying travellers is core to travel retail’s mission.

In doing so, he was quick to pay tribute to the partners making the Delighting Travelers ambition a reality.

“Forging solid, trusting and respectful partnership with our retailers, airport authorities, trade media and other important stakeholders – you, celebrating here with us today – as well as the talent and dedication of the Mondelēz World Travel Retail team – are all crucial parts of our people-centric approach and success.

“Brand ownership and brand building is not a monopoly – it should be all inclusive. All of us are stakeholders.”


Jaya Singh, Managing Director, Mondelēz World Travel Retail delivers a passionate address on more than two decades’ worth of achievements at MWTR. These, he says, would not have been possible without a strong bedrock of support from all its stakeholders.


Reflecting more broadly on the 25th year, Singh reiterated MWTR’s position as ‘the clear confectionery category leader’, a status that it uses to benchmark itself not only within confectionery, but with other categories.

“We sit up there with the likes of L’Oreal, Estée Lauder, Diageo, LVHM and others,” he continued. “We have written one of travel retail’s most legendary success stories – Toblerone. The number one chocolate brand in the channel.

“We have navigated acquisitions, integrations, divestments, organisational changes, new brand portfolios and new categories, with composure, professionalism and executional quality.

“And we have dedicated ourselves to pioneering excellence in confectionery – a commitment that’s become evident in everything that we do.”

Singh singled out Cadbury’s pouch bags and Toblerone’s Destination sleeves as part of a patchwork of travel retail exclusives, limited editions and first-t0-market launches.

These support cross-category initiatives, particularly in biscuits, as examples of enduring innovation.

Paying tribute to the travel retail division and adding his own thoughts, Juergen Leisse, Mondelēz International President, Central Europe & EU Central Sales said: “With travel retail, we have an open door to the world.

“We have this invaluable opportunity to test our ideas and innovations with an incomparably inclusive demographic – an opportunity to entertain and delight, engaging consumers with our brands in a dynamic space.

“Travel retail is global. It is versatile. It is fast. It is fun. It is an essential force for our growth, as we transfer the lessons from the channel into domestic markets.

“Often, as with Toblerone, it shapes the strategies for our brands. It is a fantastic learning opportunity. For us, the proof is really in the pudding; confectionery and snacking are growing, and with our consumer-centric approach, Mondelēz will continue to not only lead the charge for the category, but to pioneer initiatives to sustain the growth of the channel.

“And last, but not least, it means our retail partners will continue to grow with help of our offer.”



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