SPAIN. Perfetti van Melle (PVM) has partnered with Avolta to debut its first Chupa Chups shop-in-shop in global travel retail at Josep Tarradellas Barcelona–El Prat Airport Terminal 1.
The 21sq m shop-in-shop, which opened in May, presents the expanded Chupa Chups travel retail portfolio. The Moodie Davitt Report Publisher Irene Revilla was on location in Barcelona on 12 September for the official media visit to the store.
In recent years, PVM has expanded Chupa Chups steadily in travel retail, both with global partners and with Avolta specifically. The Barcelona launch represents the next step for the brand’s expansion in the channel and is a testament to the close collaboration between PVM and Avolta.
The vibrant Chupa Chups store was created with long-standing partner agency 72 and features a central carousel design, complemented by digital signage and interactive screens.
First unveiled at the TFWA World Exhibition in 2022, Chupa Chups digital engagement screens have been updated with new character designs and will serve as a permanent fixture in the store. Sitting alongside dedicated wall bays, the screens are designed to deliver maximum visibility and reinforce the brand’s ‘Bring Home the Fun’ message.
“At Avolta, we’re passionate about creating unforgettable moments for travellers – and this new Chupa Chups shop-in-shop does exactly that,” commented Avolta Global Head of Category for Confectionery, Souvenirs and Toys Philippe Moryl.
“We are delighted to partner with PVM for this first Chupa Chups GTR concept space that transforms a piece of Barcelona’s cultural heritage into a joyful retail experience. It’s another great example of how strong collaboration and creative design can elevate the travel retail journey.”
The Barcelona location offers the full range of Chupa Chup’s travel retail portfolio. Among the latest additions is the Chupa Chups Sour Pouch Bag with flavours including Sour Strawberry, Sour Lemon and Sour Apple. This joins existing formats, such as the Chupa Chups Best of and Strawberry Loves Pouch Bags.
PVM Marketing Manager Global Travel Retail Lauren Potter added: “We are delighted our new concept space is now open at Barcelona. This is more than just a product showcase, it’s a playful and experience-driven destination store where travellers can engage with the brand through interactive digital screens, as well as shopping the latest Chupa Chups gifts or sharing bags.”
Barcelona was chosen as the premier location for the concept due to the brand’s deep Spanish roots. Founded in 1958 by Spaniard Enric Bernat, Chupa Chups derives its name from the Spanish word chupar, meaning ‘to lick’. Today, production remains anchored near Barcelona, underscoring the city’s relevance for the brand.
Potter added, “The Barcelona opening is a key component of a busy year of activations for the brand around the world.” ✈
