Mondelez WTR and Lagardère serve up Italian gelato at Rome Fiumicino with exclusive Toblerone launch

ITALY. Mondelez World Travel Retail (WTR) and Lagardère Travel Retail have unveiled a limited-edition Toblerone Vanilla Gelato expression at Rome Fiumicino Airport, with just 33 bars available each day.

Inspired by Italian gelato and La Dolce Vita, the new flavour combines Toblerone white chocolate with vanilla and crunchy wafer pieces.

The Rome-exclusive launch is being supported by two successive experiential activations designed to drive discovery, engagement and gifting.

The first ran in Terminal 3’s La Scene from 28 July to 24 August, followed by a larger gelateria-inspired installation at the Terminal 1 Masterclass space which started on 25 August and runs to 21 September. Both activations combine destination-inspired flavour, scarcity and personalisation.

The La Scene activation introduced travellers to Toblerone Vanilla Gelato via a compact discovery space which featured a large visual, product displays and a gelato-cart counter.

The second location features striped awnings, a circular canopy, Rome-exclusive branding, dedicated discovery zones and an oversized Toblerone Vanilla Gelato cone.

At both locations, a live countdown tracks the number of the limited-edition bars remaining each day, reinforcing the scarcity of the offer.

Brand Ambassadors tell the story behind the expression and offer samples of vanilla and white chocolate-flavoured, chocolate-covered wafer cones inspired by the Toblerone expression.

Travellers can also personalise their purchase using a sleeve printer and take selfies at the pop-up.

Each Toblerone Vanilla Gelato bar is presented in a gift box and branded carrier bag, accompanied by a certificate of authenticity highlighting its limited-edition status.

Senior representatives from Mondelez WTR and Lagardère Travel Retail marked the launch with a ribbon-cutting ceremony on 28 August.

Mondelez WTR said the activation reflects its Destination: Value strategy, which leverages traveller insights to create more engaging experiences and deliver additional value for shoppers and retail partners.

Lagardère Travel Retail Executive Vice President Merchant Duty Free Guillaume Robert said, “Our aim is to give travellers a sense of place through products and experiences that feel connected to the destination.

“Toblerone Vanilla Gelato does exactly that, taking inspiration from Italy’s gelato culture and presenting it in a format created exclusively for travellers in Rome. Working with Mondelez WTR, we have been able to turn that idea into a complete retail experience rather than simply placing a new product on shelf – adding something distinctive to our confectionery offer.”

Mondelez WTR Vice President & Managing Director Joost Rosmuller commented: “Toblerone Vanilla Gelato is what happens when a global brand meets a local story and a retail partner willing to build something bold together. With Lagardère, we’ve turned Fiumicino’s confectionery aisle into a destination in its own right.

“Only 33 bars a day, handcrafted and gone when they’re gone. But the real impact goes far beyond those 33 bars: activations like these consistently deliver double-digit category growth across the entire confectionery space.”

Rossmuller added: “That’s the power of experience-led retail, it doesn’t just sell a product, it lifts the whole aisle. That’s Destination: Value, and that’s what strong partnerships unlock.” ✈