Mondelēz World Travel Retail (WTR) has unveiled the Marabou Biscoff 160g chocolate tablet, the latest addition to the Swedish brand’s portfolio which features travel retail-exclusive (TREX) gold-coloured packaging.
Launched in domestic markets earlier this year, the new offering pairs Marabou’s signature milk chocolate with the distinctive caramelised flavour and crunchy texture of Lotus Biscoff biscuit pieces. The premium wrapper design enhances shelf standout appeal in the channel.
The launch taps into growing consumer demand for chocolate and Biscoff pairings, building on the momentum of successful Biscoff collaborations across Mondelēz brands, including Milka and Cadbury.
The Marabou Biscoff 160g tablet delivers a flavour combination with proven consumer appeal in a format tailored to travellers, as taste continues to influence purchasing decisions in travel retail.
Marabou’s strong market position in Sweden and Denmark combines with Lotus Biscoff’s global appeal and popularity among Gen Z consumers on social media, reinforcing the collaboration’s potential in the channel.
The launch aligns with Marabou’s 110-year milestone, celebrating the brand’s long-standing chocolate-making heritage that began in Sundbyberg. Manufacturing later moved to Upplands Väsby in 1976, where the factory has continued to expand.
Mondelēz World Travel Retail Director Category, Customer & Shopper Marketing Anna Somogyi said, “Marabou is one of Sweden’s most beloved brands, with a heritage that goes back more than a century and a strong connection with consumers across the Nordic region.
“With Marabou Biscoff 160g, we are bringing that strong local identity into travel retail through a flavour combination that already has broad consumer appeal and proven success across multiple markets.
“By combining Marabou’s iconic milk chocolate with the distinctive taste and crunch of Lotus Biscoff, we have created a product that feels both familiar and exciting for travellers seeking something new.” ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel, our dual WeChat Video platforms and (coming soon) Xiaohongshu. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, wines & spirits distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
