Mondelez World Travel Retail (WTR) has further strengthened its reputation as a trusted partner in the global channel, achieving the top supplier ranking in the 2025 Advantage Report.
The confectionery leader had previously received the same recognition in 2023, securing the top rank in global travel retail.
The Advantage Report is an annual performance benchmarking study based on both quantitative and qualitative research involving key duty-free retailers and distributors worldwide.
The report aims to help brand owners better understand and improve their customer engagement in key business areas.
This year, the assessment focused on four important engagement drivers to evaluate supplier performance: partnership, execution, reputation and vision.
Mondelez WTR topped all categories and suppliers, highlighting its continued focus on innovation and its traveller-first approach.
This accomplishment builds on the company’s ongoing momentum, marked by new Toblerone formats, the brand’s first dedicated travel retail campaign, pioneering LaLiga partnerships and innovative campaigns at key airports.
Mondelez WTR credited its success to the industry’s collaborative support to elevate the travel retail experience, and the trust and relationships built over many years with partners.
Mondelez World Travel Retail Vice President of Special Businesses and Managing Director Joost Rosmuller said, “We are grateful to our customers and industry partners for their trust and support. This recognition is meaningful because it celebrates what matters most to us: partnership, innovation, and putting the traveller first.
“We are proud of the reputation we have built together, and know that true success comes from openness, trust and a collective focus on delivering value for travellers. My sincere thanks go to our partners, our teams, and everyone in the travel retail community who helped make this milestone possible.”
Advantage Group Managing Director EMEA and Global Travel Retail Christophe Bouye added, “Mondelez World Travel Retail has distinguished itself this year by combining commercial excellence with a genuine commitment to partnership. The feedback from our network highlights Mondelez WTR’s leadership in adapting to industry challenges and helping to set new standards for supplier collaboration.
“Their investment in innovation, attention to customer needs and support for the industry as a whole are widely recognised and valued. We congratulate the entire Mondelez WTR team for setting such a positive example and for their outstanding contribution to travel retail.” ✈
