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MondelezWTR’s travel retail strategy guided by renewed category vision Mondelez International is a TFWA Lounge sponsor. Ahead of the event Jaya Singh, Managing Director, Mondelez WTR, spoke with the TFWA Daily. T his year’s TFWA World Exhibition & Conference is the final TFWA event for Jaya Singh, Managing Director, Mondelez WTR, and former TFWA President. “As I reflect on my final TFWA event, I am filled with a sense of gratitude for the incredible experiences and memories I’ve gathered over the years,” he shares. “Attending TFWA Cannes has always been a valued moment in the travel retail calendar for Mondelez WTR, providing a unique platform to connect with industry peers, share insights, celebrate our collective achievements and look towards future opportunities together.” 2024 holds great significance for Mondelez WTR with its 30th anniversary in the industry. Over the past 30 years, the company has positioned itself as a pioneering and leading force in the confectionery category. “Being able to share this milestone with our partners in person has been a highlight,” says Singh. “Without their ongoing support we would not be where we are today.” As a sponsor of the TFWA Lounge in Cannes this year, Mondelez WTR aims to support TFWA’s ongoing efforts to create a space that encourages networking and collaboration. “The TFWA Lounge continues to serve as a vital space where industry peers can engage in meaningful conversations and exchange ideas that have the potential to ignite new innovations,” Singh explains. “By nurturing these connections, we can collectively enhance our industry’s future.” Throughout the past three decades, Mondelez WTR has reached many significant milestones, including the successful introduction and expansion of iconic brands like Toblerone and Cadbury in the travel retail space. In addition, it successfully launched biscuits with Oreo, establishing Mondelez WTR as a pioneer in this new category. “Yet, what truly sets this anniversary apart is the unwavering dedication and passion of our team,” Singh comments. “Their hard work, creativity, and commitment have consistently brought our beloved brands to life in travel retail, finding new and exciting ways to engage with consumers.” The Mondelez WTR travel retail strategy is guided by a renewed category vision, which focuses on three main pillars: advancing its winning portfolio, delivering unique experiences, and driving awareness around the confectionery category. “Innovation is a cornerstone of everything we do, as we strive to stay relevant and deliver engaging experiences that delight travellers,” Singh shares. “We are in unprecedented and challenging times, but after a thorough analysis of the market, we have crafted a strong plan built on three key pillars: differentiation, a re-framed portfolio, and enhanced shopper value. With top-tier execution and strong partnerships with retailers, we are poised to drive category growth effectively.” As we near the end of the year, Mondelez is thrilled to welcome two newmembers to the WTR leadership team: Singh’s successor, Joost Rosmuller, as Vice President and Managing Director of WTR, and Anna Somogyi, in the newly created role of Director for Mondelez WTR Category, Customer Marketing, and Insights. “Their expertise will help shape exciting plans for 2025,” Singh adds. “These changes have strengthened our structure, aligning it with the priorities needed to drive industry and category growth. I am confident that, under Joost’s leadership, Mondelez WTR will continue to thrive, embracing the responsibilities and opportunities that come with being a true leader in the travel retail industry.” Jaya Singh, Managing Director, Mondelez WTR: “The TFWA Lounge continues to serve as a vital space where industry peers can engage in meaningful conversations and exchange ideas that have the potential to ignite new innovations. By nurturing these connections, we can collectively enhance our industry’s future.” To enhance engagement and extend the impact of its campaigns, Mondelez WTR integrates digital elements into its activations. “Features like photo boxes and QR codes help foster brand connection and encourage purchase motivation, ensuring a lasting impression on travellers,” says Jaya Singh, Managing Director, Mondelez WTR. “One example of howwe’ve brought a unique experience to travellers this year is through the celebration of Cadbury’s 200th anniversary.” Tuesday 1 Oc tobe r 2024 32 T F W A D A I L Y