Mondelez World Travel Retail (WTR) is reinforcing its ‘converter’ strategy with the launch of three mid-sized confectionery formats.
The new varieties build on the success of the Toblerone 200g bar, extending Mondelez WTR’s entry-level self-indulgence and sharing offer. The new versions include Travel Collection 250g, Milka Extra 190g and Toblerone White 200g.
Mondelez WTR said the launches are designed to turn purchase barriers into conversion. They addresses travellers’ reluctance to carry bulky packs and the limited spending power of rising passenger groups, such as Gen Z.
The Travel Collection 250g is a mid-sized version of one of the company’s top-performing travel retail-exclusive concepts. The pouch offers individually wrapped pieces from key brands, including Cadbury, Toblerone, Milka and Oreo, offering convenience and portability particularly for shorter trips.
The Milka Extra 190g range is a mid-sized, entry-price format offering the brand’s best-selling tablet flavours. The line-up includes Alpine Milk, alongside Biscoff and Salted Caramel Almond variants, both developed exclusively for the 190g format.
Mondelez WTR said the Biscoff partnership, launched in late 2025, has driven incremental growth in European confectionery.
Completing the trio is Toblerone White 200g, popular with Gen Z. The smaller option has seen success as an accessible gifting option, complementing larger versions such as the 340g bar and appealing to younger shoppers.
The company said the strategy is helping to create a more diverse confectionery offer while supporting category growth through improved accessibility, relevance and choice.
Mondelez WTR Director Category, Customer & Shopper Marketing Anna Somogyi said, “We know that seven out of ten non buyers are open to purchasing, but today they aren’t finding what they need in travel retail stores.
“With our converter strategy, we’re committed to bringing more shoppers into the store, and this converter range expansion allows us to address complementary occasions and passenger groups. Instead of competing with one another, Toblerone, Milka and Travel Collection each helps with conversion and driving incremental growth.” ✈
Coming soon: The TREX Factor The Moodie Davitt Report has launched a breakthrough business-to-consumer (B2C) video series called The TREX Factor, focused entirely on travel retail-exclusive (TREX) products. Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the series will be shown in multi-lingual form (led by, but not limited to, Chinese and English) on the Moodie Davitt STUDIO YouTube platform with tailored versions on Xiaohongshu (Little Red Book/Red Note), Douyin (抖音), Instagram, LinkedIn and our dual WeChat platforms. The TREX Factor launches in early May. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
