GREECE. Mondelez World Travel Retail (WTR) has unveiled the first Toblerone Crunchy Popcorn at Athens International Airport in a world-exclusive launch with Avolta.
The launch, limited to 2,000 numbered units, introduces a new twist on the Toblerone classic with golden caramel chocolate, caramelised popcorn, toasted corn and salted caramel pieces.
Industry insights revealed that 40% of travellers have purchased limited-edition items(1), and there is growing appetite for authentic goods that highlight ingredient quality, artisanal processes and a distinctive story(2). Mondelez WTR believes that Toblerone Popcorn reflects this increasing demand for scarcity, collectability and high-quality ingredients.
Toblerone Crunchy Popcorn is presented in premium packaging with metallic finishes and numbering, underlining its exclusivity and gifting appeal. In addition, customers receive a commemorative certificate after purchase to further highlight the limited nature of the launch.
At Athens Airport, Toblerone Crunchy Popcorn is being showcased via a sensory experience zone designed to engage travellers with Toblerone’s story and flavour profile.
The partners celebrated the launch on 15 September with a ribbon-cutting ceremony at Avolta’s Hellenic Duty Free shop at Athens International Airport.
Attendees included Mondelez WTR Vice President and Managing Director Joost Rosmuller, Hellenic Duty Free CEO and Country Manager Maria Ioannidou, and Athens International Airport Manager of Terminal Commercial Business Argyris Evmorfopoulos.
Avolta Global Head of Category for Confectionery, Souvenirs and Toys Philippe Moryl said, “With this launch, we set a new standard in terms of customers’ experience and product exclusivity with one of the most iconic chocolate brands in travel retail.
“We want our customers to feel special by giving them a shopping experience that they simply cannot find anywhere else. We are honoured that Mondelez has selected Avolta as its preferred partner for this world-exclusive launch and we are already planning the next exciting activations.”
Mondelez WTR Vice President and Managing Director Joost Rosmuller added: “Travel retail thrives on delivering experiences that are unique, exciting and worth the detour. Toblerone Popcorn embodies this, addressing travellers’ demand for exclusivity and tasty innovation.
“We are thrilled to launch this world-exclusive with Avolta, who share our commitment to exceptional customer experiences. This launch reflects the strength of our partnership and the joint focus on making the airport a special place. We look forward to future opportunities to surprise and delight travellers together, driving growth.” ✈
(1) FTR | Inspiration: 3 Stats on Young Shoppers & Limited Edition Products (itonics.de)
(2) FTR | Inspiration: The power of nostalgia for building brands (itonics.de)
