Mondelez WTR Unveils Premium Redesign for Toblerone Travel Retail Portfolio
Mondelez World Travel Retail (WTR) has announced a significant redesign of its Toblerone range, set to launch across global travel retail locations, including airports, from April 2025. The revamp aims to elevate the brand’s premium positioning and better resonate with travelling consumers seeking distinctive gifting and self-treat options.
The updated packaging features a sleeker, more modern design while retaining the iconic Toblerone identity. Premium finishes, including metallic gold detailing and refined typography, underline the brand’s heritage while aligning with evolving traveler tastes. New pack formats are also being introduced to maximize shelf impact and shopper convenience.
Key changes span the entire portfolio of travel-exclusive SKUs and core products. The refreshed range includes the classic Toblerone 360g bars, the Tiny Mix and Tiny Milk pouches, and the popular 200g and 750g Diamond-shaped boxes. All redesigned SKUs aim to enhance visual appeal and increase gifting relevance in duty-free environments.
A centerpiece of the relaunch will be the debut of the Toblerone NPD (New Product Development) ‘Toblerone Pralines,’ square-shaped chocolates filled with a smooth, honey and nougat-flavored center. The Pralines, designed specifically with gifting in mind, are being positioned as a new premium offer in the category.
Mondelez WTR is also introducing a refreshed merchandising strategy to support the rollout. The redesigned portfolio will be backed by high-impact point-of-sale materials and promotional activations within key airport retail locations. The focus is on driving conversion and engaging international travelers through bold visibility and storytelling at the shelf.
According to Mondelez WTR, gifting remains a top purchase driver in travel retail, especially within confectionery. By investing in visual identity and product innovation, the company is aiming to future-proof the Toblerone brand and strengthen its leadership in the premium confectionery segment.
“This is a strategically important milestone for Toblerone in travel retail,” said Dogus Kezer, Marketing Director at Mondelez WTR. “The new design and NPD reflect how we are evolving to capture growing demand for high-quality, emotionally resonant gifting experiences.”
The global travel retail confectionery market is showing strong post-pandemic recovery, with