cannes_2024_TUESDAY_ISSUE

J ules Destrooper has baked the “traditional Belgian butter biscuits since 1886” but, more relevantly, it is a returnee to TFWA World Exhibition & Conference after a year ‘on the bench’. “We wanted to reflect on our strategic choices,” says Jérôme Gijsen, Export Manager, talking to the Dailies in the exhibition yesterday. “Travel retail is important, but we wanted to make it more Jules Destrooper: “travel retail is important, but we wanted to make it more important” important” continued Gijsen. Presumably this is the impulse that led Jules Destrooper to return to Cannes with a presence this year that includes new travel retail exclusives represented by eight SKUs, including an important range of destination sleeves. “We are strong in Europe because of our presence with Lagardère, and we want to be even stronger in Europe, but we also hope to advance our good positions in Asia, especially Hong Kong, Singapore and the Philippines.” Gijsen also reports that Jules Destrooper is “working on some other very exciting products” but, of course, there will be no compromise to its classic range, and its hallmark authentic Belgian recipe – baked with pure butter – since 1886. BlueVillage F25 Tuesday 1 Oc tobe r 2024 64 T F W A D A I L Y