Mondelēz WTR and Lagardère teams celebrate the new Toblerone launch at Rome Fiumicino Airport (full caption below).

Mondelēz World Travel Retail and Lagardère Travel Retail are putting an Italian spin on Toblerone at Rome Fiumicino Airport with the launch of a highly limited Vanilla Gelato edition.

Inspired by Italy’s gelato culture and La Dolce Vita, Toblerone Vanilla Gelato combines white chocolate with vanilla and crunchy wafer pieces. Just 33 bars are available each day, using scarcity to turn the Rome-exclusive launch into a wider confectionery experience.

The activation first appeared at Terminal 3 La Scene from 28 July to 24 August, before moving to a larger gelateria-inspired space at Terminal 1 Masterclass, where it will remain until 21 September. Here, striped awnings and a circular canopy frame dedicated discovery and service areas, while an oversized vanilla gelato cone provides a focal point. A live countdown showing how many of the day’s 33 bars remain adds to the sense of exclusivity.

Brand ambassadors guide travellers through the story behind the flavour before offering samples of vanilla and white chocolate-flavoured, chocolate-covered wafer cones designed to echo the new bar. Those who secure one of the limited editions can personalise it using a sleeve printer and take a photo within the activation. The gifting element continues at purchase, with each bar presented in a gift box and branded carrier bag alongside a certificate of authenticity.

Joost Rosmuller, Vice President & Managing Director at Mondelēz World Travel Retail, said: “Toblerone Vanilla Gelato is what happens when a global brand meets a local story and a retail partner willing to build something bold together. With Lagardère, we’ve turned Fiumicino’s confectionery aisle into a destination in its own right. Only 33 bars a day, handcrafted and gone when they’re gone. But the real impact goes far beyond those 33 bars: activations like these consistently deliver double-digit category growth across the entire confectionery space. That’s the power of experience-led retail, it doesn’t just sell a product, it lifts the whole aisle.”

The launch forms part of Mondelēz WTR’s Destination: Value strategy, which focuses on using traveller behaviour and experience-led concepts to drive engagement and value for retail partners.

The activation is inspired by Italy’s gelato culture and La Dolce Vita.

Guillaume Robert, Executive Vice President at Lagardère, said: “Our aim is to give travellers a sense of place through products and experiences that feel connected to the destination. Toblerone Vanilla Gelato does exactly that, taking inspiration from Italy’s gelato culture and presenting it in a format created exclusively for travellers in Rome. Working with Mondelēz World Travel Retail, we have been able to turn that idea into a complete retail experience rather than simply placing a new product on shelf – adding something distinctive to our confectionery offer.”

Main image caption L-R: Benjamin Rivas, Business Development Manager, Mondelēz WTR; Carlos Granados Moyano, Global Sales Director, Mondelēz WTR; Velia Berardi, Chief Operation Officer, Lagardère Travel Retail Italy; Guillaume Robert, Executive Vice President Merchant, Lagardère Travel Retail; Stéphane Jaudon, Global Merchant Director Beverages & Food, Lagardère Travel Retail; Roberta Bota, Buyer Confectionery, Lagardère Travel Retail; Ines Menezes, Customer Marketing Executive, Mondelēz WTR; and Joost Rosmuller, Vice President and Managing Director, Mondelēz WTR.

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