Mondelēz’s Milka Monopoly campaign – summary
- Mondelēz World Travel Retail launches Milka x Monopoly airport campaign
- Promotion spans Europe and Latin America airports with experiential activations
- Shoppers can win limited-edition Monopoly games through Play to Win
- Travel retail confectionery market worth $4.8bn and growing at 8.3 percent CAGR
- Campaign reflects confectionery shift towards experiential partnerships, driving incremental growth
Mondelēz World Travel Retail, a division of Mondelēz International, has announced its latest collaboration – Milka x Monopoly.
The limited-edition campaign unites two of the biggest names in confectionery and gaming, and gives shoppers the chance to try Monopoly-themed Milka bars.
Available at airports across Europe and Latin America, it includes floor decorations, in-store digital screens, and dedicated shelf communications asking travellers to Play to Win – prizes include Milka x Monopoly game sets.
“Milka and Monopoly are two brands that connect generations – one through taste, the other through play – and together they give us a powerful way to follow the traveller through the airport – from the first visual trigger to in-store activation to the collectible they take home," says Joost Rosmuller, VP & managing director at Mondelēz World Travel Retail. “That journey from awareness to conversion is what Destination: Value is all about. When you combine a brand people love with a mechanic that rewards curiosity, you turn a routine airport shop into something people remember – and that’s where incremental growth lives.”
Travel retail growth
The travel sweets and snacks industry is big business, and it’s growing fast.
From airports to seaports, travel retail is becoming a major growth opportunity, with CPGs including Ferrero, Nestlé, Hershey, and Mondelēz, now fully focusing to it.
It’s already worth $4.8bn (€4.1bn), and growing at a CAGR of 8.3%, taking it to $7.7bn by 2030 (market analysts Grand View Horizon).
It’s no surprise then that Mondelēz has created a dedicated travel campaign – Destination: Value.
What is Destination: Value?
Destination: Value is Mondelēz International's plan to redefine the role of confectionery and snacking in duty free, transforming it from a transactional space into a dynamic, experience-led channel.
Confectionery’s marketing shift
Milka’s travel tie-up with Monopoly is the latest example of a confectionery giant leaning into experiential marketing.
It joins Ferrero’s FIFA World Cup campaign, Nestlé’s KitKat and Formula 1 collaboration, Ferrero’s Wonka-Netflix launch, and Mars’ M&M’s-Love Island partnership.
We look forward to seeing what Big Confectionery does next!
Taste and Texture Broadcast
Want to discover more about the future of taste and texture in confectionery?
Watch ConfectioneryNews' Taste & Texture broadcast on 17 June 2026 at 3pm BST (10am EST) - available live or on demand.
With experts from Mondelēz International, Ferrero Group, Mintel and NotCo AI, it'll cover everything from the trends driving new taste and texture innovations, to the challenges faced and overcome.
SPEAKERS
- Norberto Chaclin, Chief R&D Officer, Mondelēz International
- Thomas Chatenier, Global President, Nutella
- Fabio Mora, Senior VP of Open Innovation, Ferrero
- Alisia Heath, VP of Research & Development, NotCo AI
- Honorata Jarocka, Associate Principal, Mintel Food & Drink, Mintel
