Mondelez World Travel Retail has introduced the travel retail-exclusive Toblerone Crispy Caramel 340g, available globally in the channel for six months only.
The bar combines Swiss milk chocolate with caramel pieces. According to Mondelez WTR, the recipe adds a new taste and texture to the Toblerone range, offering an opportunity to diversify its assortment.
The chocolate-and-caramel combination ranks as the second-best-selling flavour in domestic markets and the third most popular in travel retail [source: Nielsen, 2024].
The Crispy Caramel launch aims to boost in-store engagement and conversion, appealing to both existing Toblerone shoppers and new consumers seeking treats or gifts.
Research indicates that 45% of purchases are driven by innovative products that feel exclusive or distinct from what is typically available [source: M1ndset], underlining the role of exclusivity in shaping travelling shopper behaviour.
The launch also aligns with Mondelez WTR’s Destination: Value strategy, which seeks to reimagine duty-free as a channel where “the journey is the reward”, focusing on offerings that resonate with travellers and deliver value.
Mondelez WTR Director Category, Customer & Shopper Marketing Anna Somogyi said, “Toblerone Crispy Caramel is more than just a new confectionery product.
“It is a strategically differentiated innovation designed to elevate travel retail and drive unprecedented category growth by giving shoppers a reason to purchase.
“By launching this highly desired flavour exclusively in travel retail for six months, we are creating huge excitement in the confectionery aisle while providing our retail partners with a powerful and proven path to unlocking significant incremental sales.” ✈
