Mondelez Discontinues Toblerone Dark Chocolate Bar Amid Portfolio Shift
Mondelez International has confirmed it is discontinuing its Toblerone dark chocolate bar, marking a notable change in its product portfolio. The Swiss chocolate brand announced the withdrawal of the dark variant, citing strategic reasons behind the “difficult decision.”
The move reflects a broader trend in the FMCG industry as manufacturers reevaluate SKUs to streamline operations and focus on top-performing product lines. While Mondelez did not provide sales figures, the decision suggests lower market performance for the dark chocolate variant compared to its more prominent milk chocolate counterpart.
Responding to customer inquiries via social media, the company acknowledged the disappointment from dark chocolate fans but affirmed the commitment to its wider Toblerone portfolio. Mondelez stated, “We continuously review our range to ensure we are meeting consumer preferences, and regrettably this means we’ve had to delist some items.”
The discontinuation arrives amid a period of increased scrutiny of brand portfolios within the confectionery segment, as brands seek to optimize shelf space, reduce supply chain complexity, and align with evolving consumer demand patterns. Premium positioning, ingredient sourcing, and SKU rationalization have become focal points for executives managing heritage brands in the chocolate category.
The shift also comes after recent changes to Toblerone packaging. In 2023, Mondelez removed the Matterhorn mountain image to comply with Swiss legislation, as production was partially moved outside Switzerland. Packaging of Swiss-origin products using national symbols is restricted unless fully manufactured in the country—prompting the graphic update across Toblerone SKUs.
Toblerone, known globally for its iconic triangular shape and Swiss chocolate heritage, remains a flagship brand for Mondelez. While the dark chocolate variant is exiting the market, the company maintains a range of other formats and limited-edition offerings designed to capture seasonal demand and gifting occasions.
As category competition intensifies and consumer preferences evolve, product delistings such as this one underscore the strategic recalibrations FMCG leaders are making to maintain growth and efficiency in mature markets.