Mondelez reveals premium redesign of Toblerone’s travel retail-exclusive portfolio
The updated design, rolling out across airport locations worldwide this month, is part of a strategic move to position the brand for sustained growth in the channel.
Mondelez World Travel Retail (WTR) has unveiled a new premium look for Toblerone’s travel retail-exclusive portfolio. The updated design, rolling out across airport locations worldwide this month, is part of a strategic move to position the brand for sustained growth in the channel.
The initiative is grounded in extensive consumer insight, with the updated packaging and identity designed to tap into core purchase drivers for international travellers: Taste, Swiss heritage, Differentiated Offering, and Gifting.
Mondelez WTR developed the redesign with the travelling consumer at its heart. The process, from initial research to final execution, was shaped around delivering a more engaging and premium retail experience.
The refreshed packaging features a modernised champagne-gold colour palette, a simplified background, refined textures and high-quality print finishes. Notably, the new design includes the Swiss flag, underscoring Toblerone’s heritage and commitment to Swiss quality.
A bolder, glossier image of the distinctive Toblerone chunk now features prominently on the pack, including the end panel, to enhance shelf standout and communicate Taste – which Mondelez WTR recognises as a top purchase driver for chocolates.
The brand’s upgraded visual identity is expected to strengthen desirability while reinforcing its premium gifting credentials. The redesign will span the full Toblerone travel-exclusive portfolio, including the signature 340g bar, the full range of Flavors and Messages options, and the Toblerone Tiny collection.
Mondelez WTR Director Category, Customer & Shopper Marketing Anna Somogyi said, “Toblerone is one of the most recognisable and loved brands in travel retail. 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.” 
