FRANCE. Mars Wrigley International Travel Retail is set to reveal its 2026 portfolio strategy and spotlight its M&M’S Experience concept and Transaction Zone model at the TFWA World Exhibition in Cannes (Bay Village, Bay 41).
The confectionery leader’s presence at the event will focus on initiatives designed to drive retailer footfall, increase conversion and grow basket spend.
Mars Wrigley ITR Market Director An De Volder said, “The TFWA World Exhibition is an opportunity for us to connect with partners and customers, and to demonstrate how we can build success in travel retail together.
“This year we are highlighting three priorities. First, we are strengthening fundamentals with a portfolio designed for the Transaction Zone, offering convenient treats for self-indulgence and refreshing gum options.
“Second, driving conversion with new gifting propositions across our popular brands, including travel packs, travel-exclusive items and new variants that tap into the trend of sharing and giving.
“And third, attracting footfall with our M&M’S Experience concept, which elevates the in-store experience and creates memorable moments for shoppers.”
Mars Wrigley ITR prioritises the fundamentals, with the Transaction Zone serving as a crucial growth channel for travellers seeking quick ‘for me, for now’ treats.
Supporting retailers in boosting impulse sales, the company aligns its product range with shopper need states and diverse checkout formats, from manned checkout counters to queuing zones.
De Volder said, “In duty-free retail, where over 800 million travellers shop each year, even small changes in product assortment, store layout and shopper engagement at the checkout can deliver meaningful returns.
“This is particularly true for Millennials and Gen Z, who now make up 53% of global passengers and expect shopping to be fast, relevant and memorable. Aligning design and assortment with these expectations creates opportunities for both retailers and shoppers.”
In addition to this strategy, Mars Wrigley ITR is expanding its core portfolio to reinforce fundamentals and tap into additional purchase moments, especially those driven by sharing.
Recognising that 28% of travellers purchase confectionery for sharing, Mars Wrigley ITR is growing its portfolio with:
- M&M’S – A new Cookie Dough flavour will be added to the brand line-up in spring 2026, featuring cookie dough coated in milk chocolate with a crisp, thin shell. It will be available worldwide in a limited-edition 310g pouch.
- Twix – Twix Hazelnut is set to launch in spring 2026 in a travel retail-exclusive 440g pouch, featuring a three-layer combination with a hazelnut caramel twist.
The company is also unveiling what it describes as its most significant gifting innovation yet, offering a simpler way to increase traveller satisfaction and spending.
Two new M&M’S Candy Tins are set to enhance the gifting range, complementing the travel-exclusive shareable tins already available. These are:
- M&M’S Candy Tin Small – These square tins are presented in seven collectable designs and colours, adding a playful twist to the shop floor while serving as keepsakes. The tins come as a complete set or in stackable form, enabling combinations of colours and designs for flags, patterns or bespoke displays.
- M&M’S Candy Tin Large – Designed as an ideal gift to share, these travel-exclusive, rectangular tins feature single-colour designs based on the core M&M’S themes of ‘fun’ and ‘togetherness’.
The small and large Candy Tins featuring M&M’S Peanut are set for global release in spring 2026.
De Volder said, “Gifting remains one of the strongest drivers of confectionery in duty free, giving travellers a meaningful way to share moments while on the move.
“Our Tin range has already proven to be a successful gifting concept, and with this biggest update yet we are taking it further. We will now be covering three different price tiers with our tins and have 14 different designs.
“This opens up fresh opportunities for retailers to drive conversion, while exclusive designs bring added excitement and appeal on the shop floor.”
Also instrumental in boosting footfall and elevating the travel experience, Mars Wrigley ITR’s M&M’S Experience concept helps retailers attract and engage travellers.
First rolled out in July at Antalya International Airport, the initiative is designed for both standalone and shop-in-shop formats, centred around three pillars:
- Brand Partnerships highlighting rotating limited-edition collaborations, such as the M&M’S x kate spade new york collection, featuring candy-themed handbags, jewellery and accessories. Focused on Millennials and Gen Z, these collaborations provide new ways for the brand to connect with travellers.
- Personalisation & Sense of Place with customised and location-inspired gifting options.
- Interaction & Engagement with gamified experiences and digital content reflecting M&M’S value of More Fun Together.
De Volder added: “The M&M’S Experience concept creates a memorable retail moment that surprises and engages travellers. We are seeing good results coming from our M&M’S Experience shop-in-shop at Antalya International Airport and we are only getting started.
“We have recently opened our second M&M’S Experience Shop-in-Shop in Jeddah with partner Gebr. Heinemann, further expanding the concept’s reach and more M&M’S Experience stores will launch in various formats and locations this year and next year.” ✈
