#Beantheredonethat: Cloetta and Lagardère partner for Abu Dhabi and Paris Jelly Bean Factory pop-ups

Cloetta Global Travel Retail (GTR) has joined forces with Lagardère Travel Retail to unveil two confectionery activations at Abu Dhabi Zayed International and Paris Charles de Gaulle airports.

The promotions, launched at the start of the year, showcase The Jelly Bean Factory and are designed to engage travellers with interactive, locally inspired elements.

As reported, Cloetta GTR brands are being distributed in certain travel retail regions with King of Reach by B&S.

The Jelly Bean Factory, a key brand in Cloetta GTR’s portfolio, has established itself as a strong performer in travel retail, thanks to its premium gourmet jelly bean concept, the brand owner said. The jelly beans are free from gelatin, artificial flavours and colours, with vibrant branding that appeals to global travellers.

Both animations are designed to encourage shopper engagement and increase footfall. Each location features a prominent all-purple landmark display showcasing The Jelly Bean Factory’s products. In Paris, this takes the form of the recently reopened Notre Dame, while the Abu Dhabi activation is inspired by the city’s most recognisable architectural landmarks.

A stand-out feature of the pop-ups is a bestsellers display, centred around a carousel presenting The Jelly Bean Factory travel retail-exclusive 175g tube. This format is set to become a permanent fixture at more than 50 travel retail locations worldwide in 2025.

Additionally, the Abu Dhabi animation includes an interactive photo wall where travellers can capture a branded souvenir image with the text: ‘I’ve bean to Abu Dhabi, #BEANTHEREDONETHAT.’ This playful element reflects The Jelly Bean Factory’s light-hearted brand identity while encouraging social media engagement.

“We are delighted to partner with Cloetta Global Travel Retail to bring The Jelly Bean Factory activation to Abu Dhabi Duty Free,” said Lagardère Travel Retail UAE Vice President Marketing Renee Mallia. “This vibrant installation captures the brand’s playful spirit and premium quality while enhancing the passenger experience with an interactive photo opportunity.

“At Lagardère Travel Retail, we are dedicated to delivering innovative retail concepts that resonate with travellers, and this activation is a perfect example of that vision in action.”

Lagardère Travel Retail Brand Promotion Charlotte Dezaphix added, “We are more than happy to welcome The Jelly Bean Factory activation to our shop floors in Paris and Abu Dhabi. They know how to combine their strong colourful brand with localness in each locations.

“They came with the reproduction of Notre Dame de Paris at the beginning of the year to give a nod to the official reopening of the cathedral in Paris, and many more are coming in 2025. Together, we aim to elevate the experience of travellers throughout their journey.”

Cloetta GTR Global Travel Retail Manager Sven van Dijk commented, “For Cloetta GTR, 2025 is all about further activating our strong brands. We have received very positive feedback on how we combined local, interactive and colourful elements in our HPPs in 2024, and we aim to continue and amplify this. The collaboration with Lagardère Travel Retail is proving to be a successful one, as we plan to install more of these spaces in 2025.”