in Europe, Food & Confectionery, Latest News, Product News October 20, 2022 0
Toblerone Golden Caramel made its travel retail debut at the end of September
Mondelēz World Travel Retail has launched the limited edition Toblerone Golden Caramel 360g bar, the brand’s first new chocolate mass in 20 years.
Toblerone Golden Caramel presents ‘caramelized white’ as an innovation to sit alongside the original milk, dark and white editions of travel retail’s number one chocolate brand.
The new limited edition combines the crunchy nougat of classic Toblerone with the smooth caramelized white chocolate to deliver the new bar with golden swirls and a caramel taste. Packaged with the fresh look and feel in shades of gold, the product makes an ideal seasonal gift.
The new brand identity is built around the brand purpose ‘Be More Triangle’; an ethos that encourages those who dare to be different to embrace their edges in unity with Toblerone founder Theodore Tobler, who once “rocked” the Swiss Chocolate establishment with the triangular product.
Fresh brand assets have been introduced to reinforce the new purpose and ambition of the brand. The combination of a new chocolate paired with a powerful identity shift aims to recruit new, younger travelling consumers to both the brand and the category, increasing penetration. According to Mondelez WTR’s consumer research, ‘caramelized white’ particularly appeals to young adults, and was the biggest new product in chocolate in the UK in 2021, further underlining the golden opportunity.
At the end of September, Toblerone Golden Caramel made its travel retail debut with a high-profile activation, running throughout October at Madrid-Barajas Airport in Spain. The space resembles a maximum security safe, challenging travellers to retrieve a bar from the vault to maximize engagement and highlight the premium value of the new flavour. Placed in a glass case, etched and edge-illuminated to create the illusion of laser security, the bar resembles a standard 360g Toblerone, but has been weighted to increase the difficulty of the challenge.
Mondelez WTR Marketing Director, Dogus Kezer said: “It is incredibly rewarding to see travellers so drawn to the new limited edition Toblerone Golden Caramel 360g bar, with such an immersive and exciting in-store activation. We will continue exciting consumers by bringing new news to Mondelez WTR’s winning portfolio to drive accelerated conversion for the growth of confectionery category. The new Toblerone is not only golden in appearance but in terms of how it is unique, bold and special – which is exactly what the new brand identity is about.”
Toblerone Golden Caramel will be available until the end of the year.
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