Cannes_2026_THURSDAY_ISSUE_DIGITAL

Y esterday in the exhibition An De Volder, Market Director, Mars Wrigley ITR (in the photo next to Miss Purple), led a briefing for the preeminent GTR press outlining category growth plans designed to drive passenger footfall and conversion. De Volder explained that confectionery remains one of travel retail’s most consistent conversion engines, with more than half of travellers entering the aisle making a purchase. However, Mars Wrigley ITR believes future category growth requires moving beyond simple ‘stopping power’ to build genuine ‘staying power’ by keeping travellers engaged for longer. In an example of real implementation of these beliefs, the latest M&M’s Experience shop-in-shop at Kuwait International Airport, developed in close partnership with Avolta, would soon open, marking the seventh M&M’s Experience location globally, and the third in the Middle East. The shop’s multiplayer M&M’s Playhub generates over five hours of daily active playtime with a 40% repeat engagement rate, while the digital ‘You & Who’ station also considerably extending the retail experience. Further openings are planned throughout 2026 and 2027. Commenting on the developments De Volder said “the M&M’s Experience locations have the power to outperform the category and real deliver tangible growth.” In terms of product development in 2027, De Volder announced plans to launch a 440g travel exclusive Twix White Handle Pouch to tap into the fast-growing consumer preference for white chocolate. Mars Wrigley ITR puts ‘staying power’ at heart of confectionery growth strategy A khilesh Singh, Head of Commercial, Noida International Airport (right) met the TFWA Daily Editor, Ross Falconer, at the Palais yesterday to discuss the pace of commercial developments and the importance of the digital journey through the new greenfield site airport in a country which boasts one of the world’s largest and fastest digital ecosystems. Following Prime Minister Modi’s official inauguration of the airport on in March this year, commercial operations commenced in June, opening a new gateway in the Delhi National Capital Region and North India. Zurich Airport holds a 40-year concession to design, finance, construct, and completely operate the airport through a wholly- owned subsidiary, Yamuna International Airport Private Limited (YIAPL). The four-phase master plan under the 40-year concession involves the active $900 million First Phase for a 25-stand terminal and single runway designed to handle 12 million passengers. Subsequent phases involve scaling the airport’s infrastructure to reach 70 million passengers. International operations are expected to begin by next April. Concerning the commercial strategy, Singh explained that NIA doesn’t simply want to wait until passengers arrive before they started thinking about spending. “Pre-order should be a very significant driver, especially for food and beverage with an “ambition” to achieve 20-25% penetration for delivery at the gate and grab-and-go. Digital engagement with these customers will be through the airport’s website but Singh also says other traffic will be driven by partners who are pre-engaged with the traveller such as MakeMyTrip.com, India’s largest online travel agent. Delhi’s Noida International Airport – the digital commercial experience “We have certainly taken the opportunity to hard-wire the connected traveller into both the operational and commercial fabric of NIA – from a commercial perspective smooth, seamless operations are vital because a speedily processed passenger is swiftly transformed into a relaxed customer, mindful to shop and eat – our focus is to make purchasing as easy as possible, an opportunity presented to us in developing a greenfield site.” Heinemann, which has a joint venture with India’s BBM Group, will operate the master concessions across both duty free and domestic duty-paid at NIA, a deal which also marked Heinemann’s first landfall in India. The company is also building on regional momentumwith the recent launch of the Galaxy Pistachio Kunafa Pouch, following the success of Galaxy Kunafa. The company has also structured its gifting portfolio spanning entry-level options up to premium gifts, highlighted by the new M&M’S Tin Collection, featuring a tiered pricing model ranging from collectible souvenirs to larger family-sharing tins. BayVillage Bay 41 Thursday 1 October 2026 14 T F W A D A I L Y