Mondelez WTR earned praise for combining commercial excellence with a genuine commitment to partnership.

Mondelez World Travel Retail (WTR) has been named the top-performing DF&TR supplier in the 2025 Advantage Report, the renowned 360-degree B2B performance benchmarking study.

“We are grateful to our customers and industry partners for their trust and support,” commented Joost Rosmuller, Vice President of Special Businesses and Managing Director, Mondelez World Travel Retail.

“This recognition is meaningful because it celebrates what matters most to us: partnership, innovation, and putting the traveller first. We are proud of the reputation we have built together, and know that true success comes from openness, trust, and a collective focus on delivering value for travellers.

“My sincere thanks go to our partners, our teams, and everyone in the travel retail community who helped make this milestone possible.”

Christophe Bouye, Managing Director EMEA and Global Travel Retail at Advantage Group, said: “Mondelez World Travel Retail has distinguished itself this year by combining commercial excellence with a genuine commitment to partnership.

Four evaluation areas

Christophe Bouye, Managing Director EMEA and Global Travel Retail at Advantage Group, said: “Mondelez World Travel Retail has distinguished itself this year by combining commercial excellence with a genuine commitment to partnership.

“The feedback from our network highlights Mondelez WTR’s leadership in adapting to industry challenges and helping to set new standards for supplier collaboration.

“Their investment in innovation, attention to customer needs, and support for the industry as a whole are widely recognised and valued. We congratulate the entire Mondelez WTR team for setting such a positive example and for their outstanding contribution to travel retail.”

The annual Advantage Report, produced by Advantage Group, draws on quantitative and qualitative feedback from leading duty free retailers and distributors worldwide.

It delivers analytical insights to assist brand owners in sharpening their customer engagement across key business areas.

Joost Rosmuller, VP of Special Businesses and Managing Director, Mondelez World Travel Retail.

Four critical engagement drivers were used by retailers and distributors to evaluate supplier performances in 2025, with Mondelez WTR earning top marks for partnership, execution, reputation and vision.

The Cadbury’s maker emerged in pole position across all suppliers and categories, a result it attributes to its continued innovation and traveller-centric strategy.

This year, it launched new-look travel retail exclusive packaging for flagship sku Toblerone, including the brand’s first-ever dedicated travel retail campaign, plus immersive activations at major airports and partnerships with the likes of La Liga and Avolta.

As reported, Mondelez WTR featured in a panel session at the TR Consumer Forum in Amsterdam in June.

The discussion explored the new wave of sophisticated, immersive, destination-inspired shopping experiences designed to connect travellers with the local culture and heritage of the places they are visiting – and convert them into buyers.

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