The glamorous resort town of Cannes was the perfect backdrop to this year’s Tax Free World Association (TFWA) show, and the biggest names in confectionery were out in force to launch their latest innovations and eye up their competitors creations.
From Hershey to Haribo, Mondelēz to Mars, anyone who’s anyone was there. And, we might be bias, but we’d say confectionery brands brought the colour, excitement and fun to the show, where other categories were perhaps a little more reserved.
But what trends emerged? Read on to find out.
Pistachio still going strong
Confectionery brands are still firmly invested in the pistachio trend, featuring prominently in numerous new product launches across the show.
Swiss chocolate giant Lindt unveiled an entire pistachio-themed collection, including indulgent chocolate bars infused with pistachio, a luxurious Dubai-inspired range filled with pistachio cream, and its signature Lindt balls now available in a pistachio variant.
German brand Ritter Sport also joined the pistachio movement with the release of a pistachio square, expanding its already diverse portfolio of chocolate flavours. The launch taps into consumer demand for nutty, creamy profiles that offer both indulgence and a perceived health halo.
Beyond these flagship brands, a growing number of manufacturers and retailers have rolled out their own pistachio-flavoured innovations - from filled pralines and truffles to pistachio gelato-inspired chocolate and snackable nut clusters.
The flavour’s versatility, premium positioning, and global appeal make it a strategic choice for brands looking to elevate their offerings and tap into evolving consumer preferences.
Personalisation
Personalisation emerged as a standout trend at TFWA 2025, reflecting a growing consumer desire to make gifting more meaningful and memorable.
Shoppers are no longer satisfied with simply purchasing a product, they want to infuse it with a personal touch that speaks directly to the recipient. This shift is driving innovation across the confectionery sector, with brands responding in creative and emotionally resonant ways.
Ritter Sport has introduced its eye-catching chocolate towers, each adorned with destination names such as Cannes, allowing travellers to bring home a sweet souvenir that connects them to the place they visited. Mondelēz International-owned Toblerone has taken customisation a step further by offering bars printed with individual names, turning a classic treat into a uniquely personal gift.
Meanwhile, Lindt and Mars are tapping into the emotional power of words, offering packaging that features heartfelt messages like “I love you,” “Thought of you,” and “I missed you.” These simple yet powerful phrases transform confectionery into a medium for expressing affection and sentiment.
Ferrero, however, is pushing the boundaries of personalisation even further. Through the use of QR codes, customers can now record voice messages that their loved ones can listen to while enjoying their chocolate. This fun packaging development is sure to be a hit with consumers of all ages, but will likely prove particularly popular with younger consumers.
Ultra-limited edition
Guylian elevated the growing consumer appetite for limited-edition products to new heights this year with the debut of Guylian Pearls - a decadent fusion of chocolate and croissant, crafted exclusively for the TFWA World Exhibition & Conference. These indulgent bites were designed as a one-time-only experience, never to be released commercially, making them a true collector’s item for attendees. The exclusivity created a buzz on the show floor, underscoring how scarcity can drive desirability in the confectionery space.
Meanwhile, Nestlé is tapping into the same trend with the launch of a limited-edition Quality Street pouch, featuring a brand-new “mystery flavour” that invites curiosity and speculation. This playful approach not only refreshes a heritage brand but also engages consumers in a guessing game that adds a layer of interactivity to the purchase.
Earlier in the year, Mondelēz’s Cadbury unveiled summer-themed packs that change colour when chilled, revealing hidden designs. This innovation blends sensory appeal with seasonal relevance, offering a novel twist on packaging that enhances the consumer experience.
The limited-edition trend has been steadily gaining momentum over the past few years, driven by consumers’ desire for exclusivity, novelty, and social currency. However, the TFWA showcased a noticeable acceleration in this space, suggesting that what was once a marketing tactic may now be evolving into a strategic pillar for confectionery brands. The emphasis on one-off creations, interactive formats, and seasonal storytelling points to a broader industry shift—one where limited editions are not just about scarcity, but about creating memorable moments that deepen brand engagement.
Gifting
Confectionery has long held a prominent place in the gifting category, and its dominance was unmistakably reaffirmed at TFWA 2025. The five-day event showcased how seriously brands are investing in this space, with a wave of innovative and eye-catching launches designed to elevate sweet treats into premium gift experiences.
Mars made a bold statement with the debut of its new M&M’s gifting range. The collection featured collectible tins, customisable packaging adorned with destination names and heartfelt messages, and even extended into fashion collaborations, including M&M’s-themed Crocs and stylish Kate Spade bags - blurring the lines between confectionery and lifestyle branding.
Ferrero, representing Italy’s rich confectionery tradition, also went all-in. Its gifting section was a feast for the senses, unveiling new offerings across its core categories - indulgent chocolates, crisp biscuits, and creamy spreads. Each product was carefully curated to appeal to both traditional gift-givers and modern consumers seeking something special.
Lindt introduced a range of oversized gifting bars, each wrapped with emotionally resonant messages like “I love you” and “I missed you,” turning chocolate into a medium for personal expression. These bars were designed not just to satisfy a sweet tooth, but to convey affection and sentiment.
Meanwhile, Hershey’s brought a fresh twist to the gifting format with its bite-sized bark packets. These compact, shareable treats were positioned as ideal for casual gifting, offering a playful yet premium feel that fits a variety of occasions.
Premiumisation
Finally, but definitely not to be overlooked, the premiumisation trend continues to gain momentum, underscoring how confectionery is evolving from an everyday indulgence into a luxurious gifting experience. This shift was especially evident at TFWA 2025, where several leading brands leaned heavily into high-end flavours, premium packaging, and elevated formats.
Mondelēz, Lindt, and Ferrero stood out as key players in this space. Mondelēz showcased refined flavour profiles and sleek, modern designs across its gifting lines, positioning its products as sophisticated treats suitable for upscale occasions. Lindt, already synonymous with premium chocolate, doubled down with opulent packaging and exclusive editions that emphasised craftsmanship and emotional connection. Ferrero, too, embraced the luxury angle, presenting its iconic products in ornate gift boxes and introducing new flavour combinations that cater to discerning palates.
Mars also signalled a strategic move toward premiumisation through its Galaxy brand. The launch of milk chocolate-covered dates marked a notable departure from its traditional offerings, blending indulgence with a touch of natural sophistication. The product’s rich texture and elegant presentation reflect a broader ambition to appeal to consumers seeking more refined, health-conscious treats without compromising on taste.
As the curtain closes on TFWA 2025, one thing is clear - confectionery brands are not just keeping pace, they’re setting the tone.
From flavour innovation and emotional personalisation to ultra-limited editions and elevated gifting formats, the category continues to evolve in exciting, consumer-centric ways.
