SINGAPORE. Mondelez World Travel Retail has partnered with Changi Airport Group and confectionery specialist FNA Group International to unveil the limited-edition Toblerone Strawberry Matcha with a green and pink Toblerone ‘Never Square’ Collection Boutique exclusively at Singapore Changi Airport.
Handcrafted in a run of 4,000 individually numbered bars, just 66 bars of the exclusive flavour are available per day in Changi Airport Terminal 2 for eight weeks throughout May and June.
The bar combines Toblerone’s classic honey and almond nougat with white chocolate, premium matcha and dried strawberry pieces.
The launch reflects Mondelez WTR’s ‘Destination: Value’ approach, focused on driving incremental growth in travel retail by better understanding consumer behaviour in the channel.
The Toblerone Strawberry Matcha campaign uses daily drops, supported by high-profile airport placement, influencer partnerships and Out of Home visibility, aimed at driving conversion across the category.
Each bar purchased is placed in a ‘Never Square Collection’ carrier bag and accompanied by a personalised certificate of authenticity. A live countdown panel shows how many bars remain each day, reinforcing the sense of limited availability.
Travellers can also capture their visit at a Strawberry Matcha photo installation or personalise their bar with a custom message from a sleeve printer. Selected Changi loyalty members are offered a daily chance to win one of six bars via a tombola mechanic.
The pop-up was officially inaugurated ahead of TFWA Asia Pacific Exhibition & Conference (10-14 May) with a ribbon-cutting ceremony attended by senior executives from Mondelez WTR, FNA Group International and Changi Airport Group.
As part of the launch ceremony, a matsuri-style cart delivered a daily ‘drop’ of Toblerone Strawberry Matcha to reinforce the product story, sense of place and retail theatre within the airport.
In addition, Mondelez WTR today (11 May) shared more details about the Toblerone Strawberry Matcha campaign in a dedicated speech at the World of Innovation area in Marina Bay Sands. Click here to view our rolling coverage from the Singapore show.
Mondelez World Travel Retail Vice President & Managing Director Joost Rosmuller said, “Toblerone has always been considered an icon of travel, but today’s travellers expect more than simply finding familiar products at the airport.
“With Strawberry Matcha, we have created an ultra-exclusive launch campaign that meets travellers’ needs for rarity, scarcity and exclusivity. This is the key to driving category value and reinforcing Toblerone’s position as the leader in premium confectionery in global travel retail.
“We’re proud to partner with Changi Airport and FNA Group International for the eye-catching activation which reflects our ‘Destination: Value’ vision in action, where innovation and experiential retail work together to create moments that travellers genuinely remember.”
Changi Airport Group Managing Director, Airside Concessions Hung Jean remarked, “At Changi Airport, we are constantly looking for ways to enhance the travel retail experience by creating moments that surprise, delight and give travellers a reason to explore and discover.
“The Toblerone Strawberry Matcha pop-up combines an ultra-limited product with strong storytelling, daily drops and immersive experiences that turn a purchase into an event.
“We are certain this collaboration with Mondelez World Travel Retail and FNA Group International will add a touch of fun and excitement to travellers’ airport experience.”
FNA Group International Group CEO Paul Loo Lip Giam commented, “Together with Mondelez WTR and Changi Airport Group, we have crafted an exciting launch that reimagines what confectionery can look like in travel retail.
“The ‘Never Square’ Collection Boutique turns a single product into a destination within the airport.
“Instead of simply picking up a chocolate bar, travellers are drawn into a space that encourages discovery, gifting and interaction. That kind of experience helps the category to stand out and gives passengers a reason to engage.” ✈
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