Mondelez World Travel Retail releases limited-edition Toblerone Golden Caramel

Mondelez World Travel Retail (WTR) has launched a limited-edition Toblerone Golden Caramel 360g bar. 

Unlike previous new flavour expressions that have been combined with Toblerone milk chocolate, Toblerone Golden Caramel presents caramelised white chocolate to sit alongside the original milk, dark and white editions. It will be available until the end of the year.

Out now: The limited-edition Toblerone Golden Caramel

It combines crunchy nougat with caramelised white chocolate, golden swirls and a rich caramel taste. The expression is packaged in Toblerone’s refreshed packaging style and gold colour.

According to Mondelez WTR, Toblerone’s new brand identity is built around the brand purpose ‘Be More Triangle’, with fresh brand assets to reinforce the purpose and ambitions of the brand.

Both the new flavour and refreshed brand identity were designed to appeal to younger travelling consumers in order to increase market penetration. According to the company, caramelised white was the biggest new product in chocolate in the UK in 2021.

In September, Toblerone Golden Caramel made its travel retail debut with a high-profile launch with Dufry at Madrid-Barajas Airport. The promotion is running until the end of this month. The space is designed to resemble a security safe, challenging travellers to retrieve a bar from the vault.

Placed in a glass etched case 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. The activation maximises engagement and highlights the premium quality of the new flavour.

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 the 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.” 

Note: The Moodie Davitt Report’s portfolio of titles includes Confectionery Curated, published in association with Mondelez. It offers a regular selection of stories focused on the key confectionery category in travel retail and beyond.

As with all Moodie Davitt Report media, Confectionery Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please email Kristyn@MoodieDavittReport.com 

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