TÜRKIYE. Mondelez World Travel Retail (WTR) has partnered with the Gebr. Heinemann-led joint venture Unifree Duty Free to launch Toblerone Pistachio Gelato exclusively at Istanbul Airport. The very limited launch is supported by a dedicated boutique and terminal-wide omnichannel campaign.
Only 3,000 handmade bars are have been produced. They are available between October and December at Istanbul Airport, with just 34 released each day.
The limited-edition expression features white chocolate with caramelised pistachios, pistachio paste and crunchy wafer pieces. The flavour draws on pistachio’s role as a key ingredient in Turkish confectionery, including baklava and Turkish delight.
A dedicated Pistachio Gelato boutique features a pistachio-green colour scheme, rounded canopy and product-inspired displays. A live countdown shows travellers how many bars remain from each day’s allocation, underlining the exclusivity of the release.
Within the boutique, a discovery area introduces the product’s ingredients and inspiration, supported by Brand Ambassadors. In addition, an in-store sleeve printer enables travellers to personalise their Toblerone purchases.
The campaign is supported by high-profile Out of Home media throughout the terminal. Eye-catching visuals build excitement around Pistachio Gelato and draw travellers into the confectionery space. The partners marked the launch with a ribbon-cutting ceremony.
“At Unifree Duty Free, we are committed to creating unique shopping experiences that inspire travellers to discover something new,” commented Unifree Duty Free Chief Commercial Officer Ceren Tonguç.
“The launch of Toblerone Pistachio Gelato at Istanbul Airport reflects this commitment, bringing together the heritage of an iconic global brand and a flavour deeply rooted in Türkiye’s culinary culture.”
Tonguç added: “With pistachio featuring prominently in Türkiye’s rich gastronomic traditions, Istanbul is a natural setting for this exclusive launch. Together with Mondelez WTR and Gebr. Heinemann, we are delighted to bring this special product to Istanbul Airport, offering travellers an exciting opportunity to discover a new take on an iconic brand.”
Gebr. Heineman Director Commercial Global LTC Rüdiger Stelkens added, “At Gebr. Heinemann, we bring together distinctive products and engaging retail experiences to give travellers a compelling reason to shop.
“Together with Mondelez WTR and Unifree Duty Free, we have created a dedicated experience space for Toblerone Pistachio Gelato that combines product discovery, personal interaction and personalisation. This launch shows how close collaboration with our partners can turn an exclusive product into a distinctive retail experience for travellers.”
The Pistachio Gelato campaign forms part of Mondelez WTR’s Destination: Value strategy, which draws on behavioural science and traveller insights to encourage engagement and support confectionery category growth.
Mondelez WTR Vice President and Managing Director Joost Rosmuller said: ‘Toblerone Pistachio Gelato is what happens when a global brand meets a local story, and retail partners willing to build something bold together. With Heinemann and Unifree Duty Free, we have turned Istanbul Airport’s confectionery space into a destination in its own right.”
He concluded: “Only 34 bars a day, handcrafted and gone when they are gone. But the real impact goes far beyond those 34 bars: activations like these consistently deliver double-digit category growth across the entire confectionery aisle.
“That is the power of experience-led retail, it does not just sell a product, it lifts the whole space. That is Destination: Value, and that is what strong partnerships unlock.” ✈
