The new packaging, featuring a champagne gold tone and simplified background, is based on shopper insights.

Mondelez World Travel Retail (WTR) is launching redesigned premium packaging for Toblerone that exclusive to travel retail.

The new-look portfolio has been created based on shopper insights with consumer research playing a key role in refining the details of the design development.

The travel retail exclusive (TREX) packaging, which is set to roll out across airport locations globally this month (April 2025), features a modern champagne gold tone, simplified background, sophisticated texture and a high-quality print finish.

It also carries the Swiss flag as a nod to Toblerone’s heritage and premium Swiss quality.

Furthermore, the enhanced design showcases a more prominent and glossier image of the signature Toblerone chunk, which features on the end panel of the triangular-shaped bar to help elevate on-shelf visibility.

“Toblerone is one of the most recognisable and loved brands in travel retail,” commented Anna Somogyi, Director Category, Customer & Shopper Marketing at Mondelez WTR.

“This redesign is about building on that strength to ensure that we continue to be the chocolate of choice for global shoppers looking for unique taste, quality and gifting options.

“By combining impactful visuals, premium packaging and a clear link to our Swiss heritage, we’re delivering a refreshed look. I am thrilled that all consumer tests show promising signs, and I cannot wait to see the results in our partners’ sales.”

The refreshed Toblerone packaging is exclusive to travel retail.

One bar is sold every second in the travel retail channel, according to Mondelez WTR, and the company hopes the new identity will serve to further boost shopper engagement, trial and conversion by elevating Toblerone’s appeal in line with the key purchase drivers of: taste, Swiss heritage, differentiated offering, and gifting.

The refreshed packaging will be introduced across the brand’s 340g bar, its full range of Flavors and Messages options, and the Toblerone Tiny collection.

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