L-R: Head of GTR Julie Feryn, Head of Brand and Marketing Naomi McCann and Head of NPD Cooper Arnett on stand at TFWA.

Cartwright & Butler is looking to build on strong momentum in global travel retail, after recording 30% growth in the channel in 2025 and around 15% growth during the first half of 2026.

Speaking to TRBusiness at TFWA World Exhibition & Conference in Cannes, newly appointed Head of GTR Julie Feryn said travel retail will play an important role in the British food gifting brand’s wider ambition to double its business over four years. “We have an objective: we’re going to double the business in four years, and GTR will be a big part of that,” she said.

Cartwright & Butler currently works with partners including Avolta’s World Duty Free and WHSmith, while Asia and the Middle East are among the markets being explored for further expansion. Cruise has also performed strongly this year, while the company is increasingly targeting the travel F&B sector.

The latter has already resulted in new single-serve formats, with lemon shortbread and stem ginger biscuits launching onboard British Airways, while twin packs have entered WHSmith’s meal deal offer.

Looking ahead to 2027, Head of NPD Cooper Arnett revealed that Cartwright & Butler will introduce a travel retail-exclusive chocolate brownie and salted caramel biscuit in its core 200g tin format. The launch follows a busy period of product development, with more than 30 new products introduced during 2026, plus further expansion into biscuit and shortbread ranges while also growing confectionery, now its second-largest category after biscuits.

TFWA Cannes also provided the first showcase for Cartwright & Butler’s refreshed brand identity, created to provide a more consistent and contemporary look across its retail touchpoints. “We haven’t changed the heart of Cartwright & Butler,” said Head of Brand and Marketing Naomi McCann. “We’re presenting it with more confidence, more consistency and more relevance. We wanted the design to feel distinctly us – British but not traditional.”

L-R: Julie Brown shows off Cartwright & Butler’s single-serve formats; Cartwright & Butler is branching out into new flavours and products.

The identity has been designed to translate across airport activations, displays and shop-in-shops as the company expands its travel retail footprint.

“Our ambition is to be one recognisable Cartwright & Butler presence whenever you encounter us,” she added. “Ultimately, we want travellers to not only see our product, but to really experience the brand, to discover it, to taste it and ultimately to remember it.”

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