The limited-edition innovation was officially unveiled on 30 January.

Mondelēz World Travel Retail (WTR) has introduced Toblerone Crunchy Popcorn at Zurich Airport, partnering with Avolta on a highly curated activation that places experience, exclusivity and shopper behaviour at the centre of the launch.

The limited-edition innovation was officially unveiled on 30 January with a ribbon-cutting ceremony attended by senior representatives from Mondelēz World Travel Retail, Avolta and Zurich Airport. Available in a strictly limited run of 2,000 units, Toblerone Crunchy Popcorn is exclusive to Zurich Airport, reinforcing its premium and collectible positioning within one of Europe’s busiest international hubs.

Rather than focusing on a single static display, the activation has been designed around how passengers naturally move through the airport. The experience guides travellers from initial awareness to discovery and purchase, reflecting Mondelēz WTR’s Destination: Value approach, which is built on shopper behaviour insights gathered from more than 7,000 travellers globally.

The product is showcased through a dedicated “Home of Toblerone” journey that turns the retail space into an interactive destination. Digital screens draw attention to the limited-edition bar, while an oversized popcorn machine installation invites passengers to step inside for a photo moment, complete with clear ‘Limited Edition’ and ‘Zurich Duty Free’ messaging. Further along the journey, bold in-store signage reinforces scarcity, while a premium discovery table allows shoppers to explore the bar’s quality cues and craftsmanship in more detail.

The experience culminates in a local event area where a looping product film runs alongside a live countdown panel tracking how many bars remain. A dedicated service desk adds a gifting layer, offering popcorn-scented spray, premium gift wrapping and personalised certificates of authenticity featuring the traveller’s name and unique edition number. Toblerone ambassadors guide passengers through the experience, with warm popcorn sampling and a glass-encased product glorifier completing the multisensory approach.

Joost Rosmuller, Vice President and Managing Director, Mondelēz World Travel Retail, said: “Through our partnership with the Avolta and Zurich Airport teams, we were able to evolve how we bring Toblerone Crunchy Popcorn to life in Zurich’s engaging travel retail environment. Building on our ongoing focus on traveler and shopper behavior, we have considered closely how passengers move through the space and what naturally captures their attention along the way. We have created a truly unique and memorable experience that enables us to support better decision making and stronger engagement in the moment. This is very much in line with how we think about growing the category: creating experiences that feel instinctive and exclusive for travelers and commercially meaningful for our partners.”

Toblerone Crunchy Popcorn is available in a strictly limited run of 2,000 units.

Philippe Moryl, Global Head of Confectionery & Food Category at Avolta, added: “This activation demonstrates the value of designing experiences jointly with our brand partners from the very start. By shaping the journey around how travelers naturally move through the airport, we create engagement that feels intuitive rather than forced. For Avolta, the focus is always on retail environments that enhance the passenger experience while delivering measurable commercial impact – and this activation in Zurich shows how that balance can be achieved in practice.”

The Zurich Airport launch underlines how limited-edition products, when paired with insight-led design and close retailer collaboration, can create meaningful moments of discovery while driving value across the travel retail channel.

Main image credit L:R: Avolta Director Retail Switzerland Michael Bruderer; Avolta Global Head of Confectionery & Food Category Philippe Moryl; Zurich Airport Senior Manager Retail Airside Anja Joos; Zurich Airport Head of Retail Airside Jens Degner; and Mondelez WTR Vice President and Managing Director Joost Rosmuller.