British premium biscuit and confectionery brand Cartwright & Butler has made its debut in the cruise sector through a new partnership with Diamonds International, marking a significant step in the brand’s global travel retail expansion. The collaboration originated at the 2025 DFNI Cruise Conference, where Cartwright & Butler presented its heritage portfolio to the cruise community for the first time.
Diamonds International manages onboard retail across Oceania Cruises and Regent Seven Seas Cruises, part of Norwegian Cruise Line Holdings. Cartwright & Butler launched on Oceania’s Allura and Regent’s Mariner in December 2025, offering signature 200-gram biscuit tins, traditional fudge, and English breakfast tea.
Following strong initial sales, the brand is expanding its onboard range in 2026 with three new shortbread flavors – Lemon, Pistachio, and Demerara – and will extend distribution to six ships, including four additional Regent Seven Seas vessels by the end of May, supported by online crew training.
Charlotte O’Neill, Commercial Director at Cartwright & Butler, said: “This has been a fantastic example of how meaningful connections made at the right event can open entirely new channels for a brand. As a family business, it was genuinely special to connect with another family-led organisation to secure our first cruise line listing. While airports remain a critical growth driver, we see excellent synergies across the cruise and ferry sectors too. We are excited to bring our product portfolio and our story to cruise guests from around the world.”
Samantha Field, Senior Director Onboard Retail at Diamonds International, added: “We are delighted to be introducing Cartwright & Butler to Oceania and Regent Cruise guests. We are always focused on elevating the luxury onboard retail experience through distinctive brands that combine quality, heritage and strong visual appeal. With its beautifully presented tins and truly delicious biscuits, Cartwright & Butler is the perfect fit.”
