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M ondelez World Travel Retail returns to TFWA World Exhibition & Conference with bold ambitions to shape the next chapter of category growth. With a renewed focus on insight-driven innovation and collaborative value creation, Joost Rossmuller, Vice President and Managing Director, says the company is entering Cannes to “co-create the future of travel retail.” At the heart of its Cannes showcase are exclusive launches and powerful brand extensions that blend novelty with iconic appeal. Highlights include the Toblerone 200g White Bar, Cadbury x Biscoff and Milka x Biscoff tablets, and the regionally inspired Cadbury “Sense of Place” Great Britain edition. Mondelez also presents playful innovations like Toblerone message bars, tailored to Gen Z, and a world-first Toblerone Crunchy Popcorn – handcrafted in micro- batches for Athens Duty Free. Mondelez’s “Destination: Value” vision underpins its approach to growth. With travel retail exclusives central to its strategy, Rossmuller explains how the company combines emotional storytelling with in-store visibility to drive both penetration and premiumisation. Shopper insights and impulse appeal inform everything from the Toblerone 200g format to region-specific activations and gifting rituals. Digital innovation also plays a growing role in Mondelez’s engagement model, with campaigns like Freia at Oslo Airport and the experiential LALIGA activation in Spain illustrating how immersive, interactive storytelling can lift conversion and leave a lasting brand impression. With a strong pipeline of activations planned through Q4 and into 2026, Rossmuller confirms that the focus remains on execution excellence, deeper partnerships, and harnessing data to future-proof the category. “TFWA is just the beginning,” he says, as the company prepares to host a follow-up “Destination: Value” industry webinar post-Cannes. RivieraVillageRG5 KT&G – the ‘ESSE-ntial’ partner! K T&G holds a 60% share of the Korean market, with its flagship brand ESSE still the world’s number one super slim cigarette. Besides ESSE, the company’s portfolio includes Raison, Bohem, This, Canival, and Supa Sawa, serving diverse international markets. KT&G is already performing strongly across Asia, the Middle East, and Russia. In global travel retail, the company is expanding partnerships with duty free operators to bring its portfolio to more consumers worldwide. TFWA World Exhibition & Conference remains a key stage to highlight its ambitions in the duty free channel. “Korea is renowned for high quality, and we are committed to excellence in every product,” said You-Yeon Youn. “We aim to build on this reputation by reaching more markets and strengthening innovation, sustainability, and global partnerships.” GreenVillageM52 Mondelez WTR launches new era of value creation in Cannes Wednesday 1 October 2025 26 T F W A D A I L Y