Toblerone Pink Crush made its debut earlier this year through a high-profile activation with Qatar Duty Free.

What began as a limited-edition experiment at Hamad International Airport is heading for a much bigger audience, as Mondelēz World Travel Retail prepares to roll out Toblerone Pink Crush across global travel retail.

The raspberry and strawberry-flavoured chocolate made its debut earlier this year through a high-profile activation with Qatar Duty Free, which turned Hamad International Airport pink and put the new product directly in front of travellers.

According to Mondelēz WTR, the launch attracted shoppers who would not typically visit duty-free stores, reached new age and gender groups and generated strong social media engagement. More importantly from a commercial perspective, the company said Pink Crush delivered record growth for both Toblerone and the wider chocolate category.

Traveller feedback helped determine what came next. A QR-code survey featured on every bar gave shoppers the opportunity to respond to the launch, with demand for wider availability helping to build the business case for scaling the product beyond Doha. The result is a shift from handcrafted, highly limited-edition product to a global travel retail exclusive – and a manufacturing first for Mondelēz International.

Pink Crush is the first pink chocolate to be mass produced by the company, combining white chocolate with raspberry and strawberry powder to create its distinctive colour and fruity flavour profile.

Production has now begun at Toblerone’s Bern factory, the Swiss home of the brand since 1908. The site produces up to four million Toblerone products each day for distribution across more than 500 airports, and the first factory-produced 340g Pink Crush bars are now leaving Switzerland for travel retail partners worldwide.

The 340g format, a signature size for Toblerone in the channel, will sit at the heart of the wider roll-out as Mondelēz WTR looks to build on the momentum generated by the Doha test.

Joost Rosmuller, Vice President and Managing Director, Mondelēz World Travel Retail, said: “Toblerone Pink Crush is a powerful example of Destination: Value in action. What started as a very limited edition in Doha is now being scaled for a global travel retail launch by our team in Switzerland, drawing on the world-class manufacturing expertise behind Toblerone. The response from travellers was clear, not just in social media buzz, but in category growth that set new records for the brand. We’re ready to build on that momentum with our partners and take Pink Crush to travellers around the world.”

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