Travel Retail Norway & Mondelez make philanthropic gesture for Freia at OSL

By Luke Barras-hill |

Shoppers at Oslo Gardermoen Airport (OSL) in Norway can now pick up local brand Freia safe in the knowledge that a proportion of sales will go towards a worthy cause (see below video).

From March until the end of April, 20% of all purchases of the travel retail exclusive Freia ‘I love Norway’ 260g boxes are being donated to local charity Fattighuset Oslo in a partnership between Gebr. Heinemann’s Travel Retail Norway and Mondelez World Travel Retail.

Fattighuset Oslo is a voluntary aid and interest organisation that aims to help people, mainly by distributing food, in difficult situations.

The first-of-its-kind partnership for Freia in travel retail receives exposure on digital screens and is being communicated at point of sale across the airport’s Departures East, Arrivals and Departures North halls.

Iris Litschauer, Head of Global Accounts, Travel Retail at Mondelez WTR.


In line with Mondelez WTR’s holistic approach to digital, the campaign is also being highlighted on Travel Retail Norway’s e-commerce platform, reaching consumers before their travels.

The ‘I love Norway’ boxes have been created to capture the brand’s local origin and reflect the affection it holds among the people of Norway, says Mondelez WTR.

Iris Litschauer, Head of Global Accounts, Travel Retail at Mondelez WTR, said: “Mondelez WTR’s ‘Travel Retail Made Right’ sustainability commitment is underpinned by the overarching values of loving our brands and consumers, and doing what’s right.

“This means treating people with care and integrity, and using our beloved brands to make a real difference. We are very proud to launch this first-of-its-kind initiative for Freia with our valued partners at Gebr. Heinemann and Travel Retail Norway, who share our commitment to giving back and supporting our traveling consumers in making a positive impact on both people and planet.”

Frank Hansen, Category Manager, and Massimo Perilli, Activity Coordinator at Travel Retail Norway, commented: “It is a great pleasure to continue our strong and trustful collaboration with Mondelez WTR, following an impressive and successful sustainability campaign last year. The charity promotion is the first one that Travel Retail Norway AS and Gebr. Heinemann are running at Oslo Gardermoen.

“This milestone is possible thanks to the efforts of everyone involved. Our employees have been incredibly inspired by this engaging promotion. As conscious and generous team players, they are proud to see this activity in the shops. The Travel Retail Norway AS team believe that everyone should commit to spreading generosity and kindness more. Being supportive and dedicated is a responsible choice.”

Jens Peter Peuckert, Director Marketing, Gebr. Heinemann, added: “At Gebr. Heinemann, we focus on humans and their needs. From our consumers to our employees, partners and community, we are dedicated to supporting them and inspiring them. We’re thrilled at the great response to this charity partnership with Mondelez WTR and Fattighuset and local jewel Freia.

“It underlines a great shift to a more human-centric era in travel retail, where we prioritise understanding the needs of travellers to offer them even more inspiring and sustainable shopping experiences.”

Julian Jansen Solvang, Board Leader of Fattighuset Oslo, added: “Fattighuset is committed to supporting the poor of Oslo with food, clothes and welfare services, and we’re able to do so due to the cooperation with our donors and partners. We couldn’t have done it without our supporters. The chance to provide people with the help they need increases enormously when funds are raised through a charity promotion.

“It gives us the possibility to reach further and help more people in a difficult life situation and families in need. Every ‘thank you’ from our guests to us is also a thank you to everyone involved in making this charity promotion possible. And on behalf of Fattighuset, we thank you too. This wouldn’t have been possible without you.”


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