Mondelez International World Travel Retail (WTR) has launched the Toblerone Praline Assorted Gift Box
The offering is a traveller-inspired format designed to elevate gifting and self-indulgence. It builds on the success of Toblerone Pralines, which debuted in travel retail in 2024.
The original diamond-shaped Toblerone Pralines format was initially introduced in a milk chocolate variant. The company said 93% of purchasers expressed intent to repurchase (source: Ipsos Post Launch Evaluation Jan 2025), while the single SKU rose to become one of the top ten international praline brands in the channel (source: PI-Insights TR Quarterly Sell-out Panel 2024, 2025).
The new assorted format represents the next phase of the brand’s development, supported by the momentum of initiatives such as the ‘Win a Diamond’ activation in 2024.
It aligns with Mondelez WTR’s Destination: Value strategy, which places evolving passenger behaviours and expectations at the centre of category growth.
Designed with gifting, sharing and personal indulgence occasions in mind, the Assorted Gift Box features four flavours: Milk, White, Golden Caramel and Dark.
Each praline combines a Toblerone chocolate shell with a smooth truffle centre and crunchy nougat pieces.
Mondelez WTR’s Research & Development team created multiple packaging concepts for the gift box, with leading designs tested among international travellers across key demographics.
The final format – a two-piece, gold-toned tower structure incorporating Toblerone’s triangular silhouette – was selected for its strong shelf standout and premium appeal. The design aims to deliver a ‘wow’ effect, resonating across Gen X, Millennial and Gen Z consumers, the company said.
“In my 20-plus-year career, I have rarely seen such a positive emotional reaction to an innovation as we have with the Toblerone Pralines Assorted offer,” commented Mondelez WTR Director Category, Customer & Shopper Marketing Anna Somogyi.
“In every essence, this product is passenger-centric and holds the potential to become a new icon of travel shopping. I eagerly anticipate its presence on shelves, expecting it to significantly boost premium category sales and bring joy to loved ones, or serve as a rewarding treat for self-consumption.” ✈
