NORWAY. Mondelez World Travel Retail (WTR) has teamed up with Gebr. Heinemann-led Travel Retail Norway for a Freia brand activation at Oslo International Airport.
Launched in time for Norway’s National Day (17 May), the immersive space celebrates Freia’s Norwegian roots and its claim as ‘the country’s favourite chocolate’.
The yellow-themed space builds on the success of a similar activation last year and aligns with the brand’s strategy to bolster its travel retail presence. It delivers an engaging experience aimed at increasing brand loyalty and driving sales through a more immersive shopping environment.
Widely recognised as one of Norway’s leading chocolate brands, Freia positions itself as a symbol of national spirit, responding to the increasing consumer demand for products evoking a strong sense of place. Mondelez WTR saw an opportunity to translate this emotional connection into memorable gifts for international travellers.
Market data cited by the confectionery giant reveals a growing passenger preference for culturally meaningful mementos, with souvenir shopping driving more visits to the confectionery category, growing from 24% in 2019 to 30% in 2024.
In response, Mondelez WTR rolled out an exclusive redesign of Freia’s tablet products last year, emphasising their Norwegian identity with the national flag.
The data also found a shift towards experiential and impulse shopping, with appealing store aesthetics now a significant driver of duty-free foot traffic.
The space features an interactive brand experience with a digital screen that allows passengers to take pictures with Norwegian-themed backdrops, creating memorable engagement with Freia.
Research highlighted by Mondelez WTR indicated that Freia’s location-themed designs have become bestsellers, reflecting the effectiveness of authentic messaging and increasing demand for culturally resonant products.
Mondelez World Travel Retail Director Category, Customer & Shopper Marketing Anna Somogyi said, “We are excited to showcase Freia’s Norwegian heritage with our redesigned space at Oslo Airport. This immersive activation enhances Freia’s presence and offers travellers a memorable, culturally connected experience.
“Consumers increasingly seek products that reflect their travels or the specific places they visit, we are proud to offer authentic, meaningful moments that deliver on this shopper need and drive conversion. By embracing Freia’s rich cultural legacy, we are creating lasting connections with global travellers and enriching their journey.”
Travel Retail Norway (part of Gebr. Heinemann) Spokesperson Terje Karlsen added, “The ongoing collaboration with Mondelez WTR has brought Freia’s heritage to life at Oslo Airport, adding a delicious yet unique Norwegian touch.
“The redesigned area and brand activation allow us to showcase Freia in a way that meets the demands of travellers, offering them a piece of Norway that they can take home and a shopping moment that is exclusive to travel retail.” ✈
