Retail / news
Cartwright & Butler unveils premium-focused brand refresh for travel retail
British fine food brand Cartwright & Butler has launched a refreshed visual identity and a sharper focus on premium gifting, snacking and confectionery, building on two years of growth in global travel retail.
The rebrand gives the family-owned British label a more contemporary take on its English roots. The updated look features elegant archways, pastel shades, gold detailing and colour-coded ranges to make individual product lines easier for travellers to recognise.
The refresh underpins a revamped travel retail strategy built on three categories: food and beverage snacking, affordable premium gifting, and confectionery. New twin packs and single-biscuit formats are being introduced to cater to on-the-go snacking occasions.
Cartwright & Butler has lined up listings with a range of travel partners, including British Airways, Virgin Atlantic, WHSmith and World Duty Free.
For gifting, the company is working on 'sense of place' concepts and a travel retail-exclusive (TREX) display format, as well as other pack variations designed to create new commercial opportunities.
In confectionery, the brand is pushing beyond biscuits, with a bigger emphasis on fudge, truffles and chocolate-covered nuts.