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SWITZERLAND. Kraft Foods World Travel Retail is set to unveil several new products from its portfolio of chocolate brands at the TFWA Asia Pacific Exhibition in Singapore next month (Stand number: P20), including Côte d’Or, Daim and Toblerone, which turns 100 this year.
To mark its 100th birthday, Toblerone has launched limited-edition packaging featuring a special anniversary logo with a 3-D enamel effect. The specially designed packs also show fireworks lighting up the sky above Toblerone’s signature Matterhorn Mountain.
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To mark its 100th birthday, Toblerone has launched limited edition packaging featuring a special anniversary logo |
The anniversary design will be featured on Toblerone’s best-selling items – the 400g bars and the 6xl00g bundles.
Besides new-look packaging, Toblerone will also present a new flavour for the travel retail channel: Toblerone Fruit & Nut. The exclusive product is presented in purple and gold packaging, clearly differentiating it from the existing range.
The 100 years limited edition range is completed by Toblerone Tiny, a jumbo-size 600g sharing pack containing 100 Tiny Toblerones. The transparent packaging holds an assortment of 6g Toblerone Tinies in milk, white and dark variants.
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The 100 years limited edition range also includes the new Toblerone Fruit & Nut (left) and the Toblerone Tiny sharing tube | |
A wide-scale marketing support programme has been put in place to celebrate Toblerone’s centenary birthday in style. This includes a mobile display with “100 years branding”, high class advertising as well as POS material such as rotairs, banners or sampling tables.
Following its Cannes relaunch last year as an upmarket gift, Belgian chocolate brand Côte d’Or has introduced another high-end product for the informal gifting segment. Côte d’Or Finest is a 360g premium box containing individually wrapped miniature tablets in three variants: dark, dark with orange flavour and dark with raspberry flavour.
A new addition to the Daim range is the Daim 250g milk chocolate tablet, a king-size bar containing caramel pieces and with a shiny red pack design.
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(Left) The 250g king-size Daim chocolate bar; (Right) Côte d’Or Finest mix comes in milk, white and dark variants | |
New regionalised structure
In other news, Kraft has introduced a new regionalised structure for travel retail.
The move is “in line with our objectives of ensuring focus, speed, simplicity and closeness to our customers and consumers,” said Kraft. “The goal is to deliver a focused approach in developing region specific strategies that are customer- and consumer-centric.”
Two new geographical divisions have been set up – one will be responsible for Middle East and Asia Pacific (MEAP) and the other for Europe and the Americas (EUAM). A new MEAP office based in Hong Kong has been established, headed by Region Director Jaya Singh.
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EDITOR’S NOTE: Toblerone was profiled in the Jan/Feb 2008 issue of The Moodie Report Digital Print Edition. Click on the icon to download the article.
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MORE STORIES ON KRAFT FOODS WORLD TRAVEL RETAIL
Toblerone 100th birthday celebrations kick off with a splash at Zürich Airport – 21/02/08
Kraft’s Fehr thanks partners in end-of-year message – 14/12/07
Kraft takes Toblerone birthday celebrations to TFWA – 09/10/07
