British biscuit and confectionery specialist Cartwright & Butler unveiled a refreshed brand identity at the 2026 TFWA World Exhibition, alongside new products and concepts designed for travellers.
Cartwright & Butler’s revamped visual identity – which made its global debut at the Cannes show on a new stand – introduces a more premium and contemporary expression of the brand’s distinctive English heritage.
The Cannes stand featured elegant archways and traditional detailing, combined with soft pastels, refined gold accents and colour-coded product zones, giving each product range a clear identity.
Cartwright & Butler’s ambition is to strengthen its premium positioning and grow global brand awareness.
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| Cartwright & Butler Pumpkin Spice biscuits |
At Cannes, the company showcased its evolving product strategy across three key areas: F&B/snacking, affordable premium gifting and confectionery.
New twin-pack and single biscuit formats have been developed for complimentary and retail snacking menus, across different purchase occasions and price points.
Launches are planned with British Airways, Virgin Atlantic, WHSmith and World Duty Free Group.
Building on its gifting portfolio, Cartwright & Butler presented fresh design concepts for destination-specific, sense-of-place products, alongside a new global travel retail-exclusive presentation, and fresh formats.
Within confectionery – a category earmarked for growth – Cartwright & Butler is expanding its focus on fudge, truffles and chocolate nuts, with new launches designed for all channels of the business.
Asia focus
The brand’s best-selling 200g Pastels biscuit tins are enhanced with new flavours, including Hazelnut & Chocolate and Maple & Pecan Dark Chocolate Biscuits, alongside seasonal innovations such as Pumpkin Spice.
Cartwright & Butler’s refreshed Shortbread Collection has delivered positive results in travel retail this year, following its relaunch with five sweet and one savoury flavour, supported by a successful debut HPP in Edinburgh.
Meanwhile, the Great Britain range continues to drive both revenue and market share. New retailer-exclusive launches this year include the Ultra Thick Union Jack and Union Jack Duo Pack.
Cartwright & Butler’s August activations at London Heathrow T3 and T5 and London Stansted feature Avolta Great Britain products, with a new Spin the Wheel mechanic designed to drive interaction. In September 2026, the brand’s new snacking twin-pack will be promoted as part of the popular WHSmith meal deal offer.
Global Travel Retail Business Development Manager Julie Feryn commented: “Cannes is an important opportunity for us to showcase how Cartwright & Butler is evolving while staying true to the quality and craftsmanship that have always been at the heart of the brand. We are committed to leveraging the strong momentum we have built in travel retail over the past two years to extend our footprint internationally, with Asia and the Middle East among the key areas of focus."
