Mondelez WTR unveils Tobler pralines in gifting and premiumisation drive

By Kristiane Sherry |

Mondelez Tobler launch

Mondelez has launched Tobler, a Toblerone line extension to drive gifting and premiumisation.

Mondelez World Travel Retail (WTR) has extended its Toblerone line with the launch of Tobler pralines, revealed at the recent TFWA World Exhibition in Cannes.

The release comes as part of an ongoing commitment from Mondelez to evolve its product offer to delight travellers.

Tobler is designed with gifting in mind, and aligns with the company’s vision to increase penetration and drive conversion. 

The launch is said to build on Toblerone’s heritage as “travel’s favourite chocolate brand”. 

Presented in 380g travel retail packs, each praline has a geometric outer shell shaped like a diamond.

The accompanying slogan ‘diamond shaped, never square’ draws attention to the proportions and the “decadent” look, taste and feel.

A smooth inner praline filling is paired with crunchy nougat, said to offer a “perfect moment of indulgence”.

The launch is said to further elevate brand awareness while delivering a high-quality product and shopping moment. 

Tobler as a recruitment tool

Mondelez’s category vision is to grow More Shoppers, More Spend, More Often, with Tobler a key recruitment tool.

The company said research showed Gen Z and Gen Y consumers will account for 50% of travellers by 2050, with Tobler catching the attention of younger shoppers. 

Tobler is available at select Dufry locations until December 2023, ahead of a worldwide launch.

Activations are planned for Heathrow, Istanbul, Singapore, Dubai, Qatar, Australia, Paris, Spain, Brazil, Frankfurt, Italy, Greece and Switzerland.

The Mondelez team launch Tobler in Cannes.

The Mondelez team launch Tobler in Cannes.

The roll-out will be supported by a strong social media presence with playful messaging around diamond tropes. Key lines include ‘Diamonds that last… for a moment’ and ‘Diamonds are forever-ish’.

“We are proud to launch Tobler in travel retail, a product that stands as a fresh beacon of originality and progression,” said Dogus Kezer, Marketing Director at Mondelez WTR. 

“Toblerone pralines promise to deliver a special moment of indulgence for everyone with its distinct look, taste and feel. 

“The launch marks a significant milestone for Mondelez WTR as we advance our premiumisation strategy to deliver more spend, and continue delighting travellers with unique products and shopping experiences.” 

Last month, Mondelez marked Swiss National Day with a Toblerone activation at Zurich.


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