Mondelez Unveils Premium Redesign for Toblerone Travel Retail Range
Mondelez World Travel Retail has introduced a bold new look for its Toblerone travel exclusive portfolio, aiming to reinforce the brand’s premium positioning within global travel retail. The refreshed design, set to roll out from July 2024, spans the entire duty-free exclusive assortment sold across airports worldwide.
The design revamp introduces a darker color palette, metallic accents, and elevated typography to align more closely with the brand’s identity as a premium gifting product. With this updated aesthetic, Mondelez aims to deliver stronger shelf impact and boost the brand’s appeal to both loyal customers and new shoppers in travel environments.
Mondelez describes the redesign as “evolution rather than revolution,” retaining Toblerone’s iconic visual heritage while clearly signaling its gifting credentials. The brand refresh is also expected to enhance in-store navigation and facilitate easier product selection, a key consideration in high-traffic airport retail settings.
The reimagined look will debut first on the 360g Milk bar—a hero SKU within travel retail—before expanding across the portfolio throughout the rest of 2024. The updated range includes Milk, White, Dark, Fruit & Nut bars, as well as gifting-focused formats such as the Tiny Bag, Multipack, and Destination sleeves.
According to Mondelez World Travel Retail Marketing Director Dogus Kezer, the redesign was driven by insights that highlight the growing importance of visual appeal and premium packaging in influencing purchase decisions among travel retail consumers. Kezer emphasized that this investment also aligns with the company’s “delighting travelers” ambition and strategy to drive conversion through distinctive, premium assets.
Toblerone is a top-performing confectionery brand in global travel retail, and its exclusives have played a critical role in Mondelez’s broader strategy of premiumization and giftability. The refreshed portfolio is expected to strengthen its shelf presence in a highly competitive category where differentiation and brand storytelling continue to influence shopper behavior.
Retailers and travel partners should anticipate enhanced visibility and stronger engagement from the redesigned Toblerone packaging, positioning the portfolio for continued growth in post-pandemic travel retail recovery.