Introduction: Since its debut in travel retail more than a decade ago, Cartwright & Butler has grown its presence across the channel, positioning itself for the next stage of expansion. The brand’s focus on premium offerings, sustainable keepsake packaging and inventive flavours allows it to stand out in a competitive category.
For the brand, travel retail remains a key channel for showcasing its heritage and creativity, providing the ideal stage to engage a global audience.
Ahead of its participation at the TFWA World Exhibition in Cannes (Mediterranean Village, P14), the company is set to reveal its latest innovations and market-focused offerings.
In this exclusive interview with The Moodie Davitt Report, Cartwright & Butler Commercial Director Charlotte OʼNeill shares insights into the brand’s strategy, ambitions and vision for growth in travel retail.
Cartwright & Butler packages the “quintessentially British teatime” experience into shelf-ready form – soft pastels and Union Jack details designed not just to charm consumers, but to help retailers tap into the enduring appeal of British tradition.
Rooted in more than 115 years of heritage in East Yorkshire, Cartwright & Butler builds on a legacy of family tradition and craftsmanship.
“Great taste is in our genes,” said Cartwright & Butler Commercial Director Charlotte OʼNeill. “Our vision is to be recognised as a British brand renowned worldwide for teatime luxuries and seriously delicious gifts.”
While Cartwright & Butler keeps heritage and quality firmly at its core, it also stays attuned to changing tastes and market dynamics, a balance that proves vital as it drives forward its travel retail expansion.
OʼNeill explained, “We ensure consistency and quality by keeping everything in-house – from new product development to design to marketing – allowing us to stay true to the brand while maintaining creative control.
“At the same time, we’re focused on growth by actively listening to our consumers and retail partners, and by responding with thoughtfully crafted products that reflect their tastes and preferences.”
Notably, the company takes pride in sourcing the highest-quality ingredients and packaging from around the world.
British brand appeal
With heritage and premium biscuits as its foundation, Cartwright & Butler brings a brand story that elevates the travel retail experience and appeals to modern travellers.
“Our unique decorative tins fit perfectly with a consumer need for sustainable solutions and are a great value for money keepsake,” said OʼNeill.
Its signature keepsake tins not only create striking shelf impact but also encourage reuse, offering a more sustainable element to the brand’s gift offerings.
OʼNeill said, “We are uncompromising on quality and taste. Our product portfolio – regularly enhanced with bold recipe innovations – is packed with the highest-quality ingredients from around the world.
“We don’t do low fat, and we won’t count calories. Our USP is that we are all about the butteriest, the creamiest and the crumbliest, because that’s what makes good food great.”
Cartwright & Butler goes beyond product by driving experiential retail and activations that bring playful elements to the shopfloor.
The brand further amplifies its presence through digital channels and influencer partnerships, while demonstrating its commitment to the channel by supporting flagship events such as the TFWA World Exhibition & Conference.
Travel retail ambitions
Airport retail has been central to Cartwright & Butler since its channel debut over a decade ago.
The brand has steadily grown its presence across an expanding network of retailers, with the UK emerging as both its largest and fastest-growing market. Strong gains across the channel underscore the brand’s ambitions for further expansion.
OʼNeill said, “Travel retail serves as a powerful global showcase – a unique platform where we can present our brand to an international audience of discerning consumers. It allows us to tell our story, highlight our heritage and communicate the quality of our products, within a high-profile, premium environment.
“As we take the next step in our journey, travel retail is central to our ambition of bringing the quintessentially British teatime experience to a global market, supported by a clear international vision and strategy.”
Cartwright & Butler is prioritising growth in key existing markets while pursuing untapped opportunities.
At the same time, the company is deepening collaborations with strategic retail partners to drive expansion across new regions and deliver its premium British offering to a wider global audience.
“We will continue to innovate and deliver a steady pipeline of new products that resonate with both customers and consumers. We harness agility as our ‘superpower’, and remain committed to adapting our portfolio – through bespoke products and promotions that incorporate a sense of place – in order to meet evolving customer needs,” OʼNeill said.
Packaging with purpose
With gifting a leading driver of confectionery sales in travel retail, Cartwright & Butler delivers with striking presentations that blend heritage charm and modern innovation.
OʼNeill said, “We combine the very best of yesteryear with the best of today, to create and curate exceptional teatime treats that bring a sense of occasion whenever and wherever they are enjoyed. Nostalgia is a trend that’s here to stay.”
To keep pace with changing tastes, Cartwright & Butler goes beyond market research by working with retail partners on exclusive packaging, flavours and formats designed for specific markets, while elevating the overall gifting proposition.
This collaborative approach is reinforced by Cartwright & Butler’s in-house new product development capabilities, which enable the brand to react swiftly to emerging trends.
Recent additions to its portfolio, including the Limited Edition Dubai Style Truffles inspired by the viral social media hype, reflect how quickly the brand can adapt global trends for the travel retail stage.
OʼNeill said, “Our Limited Edition Dubai Style Truffles, introduced earlier this year, were a huge success for us, showcasing how we can harness market trends and a sense of place to introduce new products with speed and agility.
“We’re excited to build on this momentum with the launch of more regionally tailored products.”
As it looks toward 2026, Cartwright & Butler is sharpening its focus on travel retail exclusives, retailer-specific collections and destination-themed creations to build on its global growth. Innovation remains central to this strategy, with new product concepts, flavours and packaging due to be unveiled at the Cannes event.
While its journey in travel retail is only beginning, Cartwright & Butler sees immense growth potential.
OʼNeill concluded, “Ultimately, our ambition is to become the number one teatime treats brand in global travel retail.” ✈
