Iconic British brand Cartwright & Butler will unveil an exciting new chapter in its product innovation journey at ISM Cologne, the world’s leading trade fair for confectionery and snacks.
With over 30,000 visitors expected to attend, ISM provides the perfect platform for Cartwright & Butler to strengthen its international presence, nurture existing relationships, and connect with new business partners as it continues to expand its global footprint in the premium fine food and gifting category.
Driving brand awareness and international growth
Cartwright & Butler’s presence at ISM reflects its commitment to boosting brand visibility and insight-led innovation. The event will serve as a key opportunity to showcase the company’s British heritage, craftsmanship and contemporary innovation to buyers, distributors and retail partners from around the world.
Introducing the new shortbread range
A highlight of Cartwright & Butler’s ISM showcase will be the company’s refreshed shortbread range, reimagined with a timeless new look. Drawing inspiration from the soft pastel shades of the brand’s popular biscuit packaging, each shortbread tin now features an eye-catching pastel tone and embossed thistle design – a subtle yet distinctive nod to tradition and quality.
Adding a savoury twist to the line-up, the brand will also debut its new Chilli & Cheddar Shortbread – a soft-baked shortbread that combines a mouth-watering combination of rich cheese and a gentle kick of chilli.
Expanding the pastel biscuit tin collection
2026 will also mark the introduction of a delicious new flavour to Cartwright & Butler’s best-selling 200g Pastel Biscuit Tin Collection: Hazelnut & Chocolate Biscuit. As voted for by the company’s loyal customers, this new addition combines crunchy hazelnuts with smooth chocolate chips to create a truly indulgent teatime treat.
Other innovations to be spotlighted at ISM include Cartwright & Butler’s Easter and Christmas 2026 portfolio; a stuffed biscuits range; and new Happy Birthday items.
A strategic global vision
As Cartwright & Butler continues to build its presence across international markets, the company’s focus remains on delivering premium gifting experiences and fine food products that resonate with modern consumers. By combining distinctive British design with authentic flavour and craftsmanship, the brand is reinforcing its reputation as a leader in high-quality confectionery and gourmet gifting.
“ISM provides an ideal stage to showcase our latest innovations and meet with our valued global partners,” commented Charlotte O’Neill, Commercial Director at Cartwright & Butler. “We’re particularly excited to present our refreshed shortbread range and new pastel tin flavour – each of which reflects our ongoing commitment to evolving the brand while celebrating the heritage and quality our customers love.
“As we look ahead to 2026, we remain focused on expanding internationally, developing strong retail partnerships, and creating beautifully crafted products that bring the quintessential British teatime experience to new audiences worldwide.”
To the press compartment of Cartwright & Butler
