MALAYSIA. Mondelez World Travel Retail (WTR) has partnered with Valiram to open an immersive House of Brands shop-in-shop within the Candy Party store at Kuala Lumpur International Airport Terminal 1.
According to Mondelez WTR, the opening reinforces its commitment to experiential retail and category growth in the key Southeast Asian hub.
Located at the entrance to the confectionery zone, the shop-in-shop brings together a portfolio of Mondelez WTR’s most recognisable global brands within a single, high-impact retail destination designed to drive visibility, engagement and conversion.
With 53% of purchases influenced by the in-store experience and navigation (source: m1ndset), the space underlines the role of experiential retail in shaping traveller decisions.
The shop-in-shop is centred on the House of Brands identity, with clearly defined zones enabling each brand to express its individual story while contributing to a unified retail narrative. A prominent digital circular halo structure delivers 360-degree visibility, acting as a visual beacon to attract footfall into the space.
Interactive elements drive both dwell time and shopper engagement. A digital sleeve personalisation printer allows travellers to customise Toblerone bars, adding a gifting dimension.
Each zone has been designed to highlight provenance and distinctive brand worlds. Toblerone is showcased through a dedicated pop-up inspired by its Swiss heritage and alpine imagery, while Cadbury’s Union Jack pillar bay reinforces its British roots.
Milka’s signature lilac colour palette is complemented by its Alpine cow mascot and family-oriented messaging. Oreo is showcased via a striking blue gondola display, while a dedicated Daim presence celebrates the brand’s Scandinavian origins.
The opening forms part of Mondelez WTR’s broader strategy to elevate confectionery as a destination category in travel retail.
Valiram Senior Manager, Sales & Operations Atish Rakhe commented, “The introduction of Mondelez World Travel Retail’s House of Brands within Candy Party at Kuala Lumpur International Airport Terminal 1 marks a strong step forward in evolving confectionery retail in travel environments.
“Candy Party, as a Valiram concept, is built to deliver high-impact, experience-driven retail, and this collaboration allows us to bring Mondelez’s brands into a more engaging and discovery-led format. Together, we are enhancing how travellers interact with confectionery moving beyond traditional retail to create a more compelling and commercially effective in-store experience.”
Mondelez WTR Global Sales Director Carlos Granados Moyano said, “Travel retail offers a unique environment where consumers are open to discovery but often pass quickly through the travel retail stores.
“With the House of Brands concept, we’re addressing the different shopping needs of various passenger demographics by bringing the broad appeal of the Mondelez portfolio together in one high-impact brand experience that aims to increase dwell time. The space allows each brand to tell its own story while making it easier for travellers to explore the category and interact with our brands.
“In a busy travel hub like Kuala Lumpur, the balance between visibility, storytelling and shopper navigation is critical to driving engagement and conversion.” ✈
