EUROPE. Spanish biscuit brand Filipinos has made its travel retail debut through a partnership with WHSmith, securing listings at the retailer’s 50 airport locations across eight key European markets, including Spain, Germany, Norway, Belgium, Ireland, the Netherlands and Italy.
The partnership, which began in March, builds on WHSmith’s extensive global footprint of more than 1,700 stores across over 150 airports worldwide.
Filipinos, renowned for its chocolate-covered ring biscuits, is rolling out four variants in travel retail – White Chocolate, Milk Chocolate, Salted Caramel and Speculoos – all offered in a 120g pack designed for on-the-go snacking.
The launch is supported by high-impact activations, including vivid floor vinyls and digital screens in select airport stores, enhancing shopper visibility.
The collaboration with WHSmith supports Filipinos’ multi-channel growth, tapping into the retailer’s expertise and global airport network to connect with travelling consumers.
Adam Foods International Trade Marketing Director Carla Cortale said: “Travel retail is a key strategic pillar for our growth, offering an ideal platform to showcase our products. We’re excited to expand across our strategic markets in the coming months.” ✈
