British confectionery and biscuit specialist Cartwright & Butler has secured its first cruise listing with Diamonds International.
Diamonds International manages the retail offer across Oceania Cruises and Regent Seven Seas Cruises, both part of Norwegian Cruise Line Holdings. Cartwright & Butler made its onboard debut in December 2025 with Oceania Cruises’ Allura and Regent Seven Seas Cruises’ Mariner.
The initial product assortment features a curated selection of the brand’s bestsellers, including its signature 200g biscuit tins, traditional fudge and English Breakfast tea.
Following strong early sales performance, the onboard portfolio is being expanded in 2026 to include three new shortbread variants: Lemon, Pistachio and Demerara.
Distribution is set to extend to six ships with four additional Regent Seven Seas Cruises vessels scheduled to introduce the brand by the end of May. The roll-out will be supported by online crew training sessions designed to enhance product knowledge and drive conversion.
Diamonds International Senior Director Onboard Retail Samantha Field commented, “We are delighted to be introducing Cartwright & Butler to Oceania and Regent Cruise guests.
“We are always focused on elevating the luxury onboard retail experience through distinctive brands that combine quality, heritage and strong visual appeal. With its beautifully presented tins and truly delicious biscuits, Cartwright & Butler is the perfect fit.”
Cartwright & Butler presented its premium biscuit and confectionery portfolio to the cruise community for the first time at the at the 2025 DFNI Cruise Conference, where the foundations for the partnership began.
Cartwright & Butler Commercial Director Charlotte O’Neill added: “This has been a fantastic example of how meaningful connections made at the right event can open entirely new channels for a brand. As a family business, it was genuinely special to connect with another family-led organisation to secure our first cruise line listing.
“While airports remain a critical growth driver, we see excellent synergies across the cruise and ferry sectors too. We are excited to bring our product portfolio and our story to cruise guests from around the world.” 🛳️
