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Mars Wrigley International Travel Retail (ITR) is planning a 440g travel-exclusive Twix White pouch for 2027, a tiered M&M’S Tin Collection and further airport M&M’S Experience locations. The plans position confectionery as more than a quick purchase: the company is combining travel-themed gifts with games, personalized greetings and destination-specific retail displays. An October 2026 report named Kuwait International Airport, with Avolta, as the next announced Experience location; it did not give a full list or firm dates for later openings.
What Mars Wrigley ITR plans for 2027
At the TFWA World Exhibition & Conference in Cannes, Mars Wrigley ITR presented a travel-retail strategy focused on keeping travellers engaged after they enter the confectionery aisle. The announced products span a shareable chocolate pouch, collectible and family-sized gifts, and an existing Galaxy product extension. The company has not disclosed exact on-shelf dates or broad country availability for the 2027 plans.
Twix White Handle Pouch
The named 2027 launch is a 440g travel-exclusive Twix pouch. It adds a white chocolate layer to classic Twix and is designed for sharing. Mars Wrigley ITR has not stated a release date within 2027, a retail price, or the countries where it will be sold.
M&M’S Tin Collection
The planned collection has tiers: smaller collectible souvenir tins and larger tins intended for family sharing. A bundle bag for the smaller tins is designed around destination imagery, regional greetings and themed M&M’S characters, making the packaging part of the travel-retail gift proposition.
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In a separate Singapore Changi range reported in May 2026, TRBusiness described seven colored collectible tins and gifting products starting at around €10. Those details refer to that range at the time of the report, not to the full 2027 Tin Collection; the report does not establish that the same price or assortment will apply to the new collection. TRBusiness’s May 2026 report
Galaxy Pistachio Kunafa Pouch
Mars Wrigley ITR also cited the recent Galaxy Pistachio Kunafa Pouch as building on Galaxy Kunafa’s positive performance in selected locations. “Positive performance” is the company’s characterization; no sales figures were provided.
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- Ideal for Gifting
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- Compact for travelling
Where the M&M’S Experience is expanding
The October 2026 announcement identified a shop-in-shop at Kuwait International Airport, developed with Avolta. Mars Wrigley ITR described it as its seventh global location and third in the Middle East. It also said more openings were planned through the rest of 2026 and into 2027, without publishing a complete location list or firm opening schedule. The Moodie Davitt Report’s 6 October 2026 coverage
The reported location count differs from the Kuala Lumpur opening count because the reports are dated at different stages of the rollout. The Kuala Lumpur International Airport shop-in-shop opened in May 2026 at the Candy Party Store in Terminal 1. TRBusiness then called it the fourth global location and first in Asia. Valiram and FNA Group International were among the partners associated with the Kuala Lumpur site. TRBusiness’s Kuala Lumpur report
What happens inside an M&M’S Experience
The concept adds interactive play, personalization and gifting to airport confectionery retail. Reported features include:
- M&M’S Playhub: a multiplayer digital game designed for group play.
- You & Who: a digital station for making personalized video greetings.
- Gifting stations: dedicated areas for assembling or choosing gifts.
- Travel exclusives and sense-of-place fixtures: products and displays presented with destination-specific cues.
The Kuala Lumpur location was also reported to have an M&M’S Crocs range. The specific mix of features and merchandise may vary by location; the reports do not establish an identical fit-out across every shop-in-shop. Global Travel Retail Magazine’s 30 September 2026 report
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What the reported engagement figures do—and do not—show
The Moodie Davitt Report attributed several figures to Mars Wrigley ITR: more than half of travellers entering the confectionery aisle make a purchase; Playhub records more than five hours of active play per day and a 40% repeat engagement rate; and half of You & Who users reportedly send personalized greetings to multiple recipients. These are company-reported figures relayed by trade press, not independently verified industry statistics. The reporting does not supply the underlying study methodology, so the numbers should be read as Mars Wrigley ITR’s account of its experience locations rather than as a general measure of airport shoppers or confectionery retail. The Moodie Davitt Report
The figures illustrate the commercial logic behind the format: turn a brief aisle visit into a longer interaction that can support gifting and product discovery. They do not, on their own, establish how much incremental revenue the concept generates or how results compare across airports; the published reports do not provide a complete, like-for-like performance comparison by location.
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Best Value
- It can be a gift option
- Comes with secure packaging
- Helpful in various ways
What is confirmed—and what remains open
- Confirmed in the reporting: a 440g Twix White travel-exclusive pouch planned for 2027; a tiered M&M’S Tin Collection; the Galaxy Pistachio Kunafa Pouch; and the Kuwait M&M’S Experience with Avolta.
- Not established: the Twix pouch’s exact launch date, price and country list; final availability of the planned tins; a complete list and schedule of future Experience locations; and independently audited methods behind the reported engagement figures.
For travellers, the announcements signal more travel-oriented formats and gift options, but do not yet identify when or where the new products will be available. For airport retail partners, the Experience model pairs branded merchandise with play, personalization and gifting; the public reporting does not disclose partner terms or a full site-by-site commercial comparison.
Quick Recap
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