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Mondelez WTR introduces 200g milk Toblerone bar to tap into ‘Gift big or medium’ segment
“This innovation is about more than just size; it’s about relevance, resonance and reinforcing Toblerone’s place as an icon in travel retail,” says Mondelez WTR Director Category, Customer & Shopper Marketing Anna Somogyi.
Mondelez World Travel Retail (WTR) has expanded its Toblerone portfolio with a 200g milk ‘recruitment’ bar, designed to target the ‘Gift big or medium’ segment at an accessible price point.
The company highlighted insights from a Kearney study, Travel retail’s next chapter: “Non-shoppers have stated reasons for not shopping in duty free, such as not wanting to carry items and seeking affordable, differentiated options.”
In response, Mondelez partnered with retailers to test the impact of the 200g milk bar as a convenient, medium-sized gift.
According to the company, the bar has proved effective in driving customer recruitment and sales. Incrementality was pronounced in locations where the bar was displayed in high-traffic areas, attracting shoppers who initially had no intention to shop in duty free.
Building on the performance of the milk 200g bar, Toblerone is introducing 200g milk messages that aim to connect with travellers: ‘Total Bestie Vibes’ and ‘Seriously Epic Travel’.
Mondelez conducted a concept test survey, with these two messages showing strong appeal among key travelling nationalities and Gen Z shoppers.
Mondelez WTR Director Category, Customer & Shopper Marketing Anna Somogyi said: “This launch underscores our commitment to innovation within the travel retail channel and reflects our deep understanding of the evolving preferences of today’s travellers.
“The roll-out of the 200g bar is a strategic response to the increasing demand for more accessible and relevant formats that don’t compromise on the brand’s iconic identity.
“By offering a more compact, travel-friendly version of Toblerone, we’re enabling retailers to better meet the expectations of a demographic that’s set to dominate the travel space in the coming years – and most importantly address recruitment, which holds the biggest category growth potential.
“This innovation is about more than just size; it’s about relevance, resonance and reinforcing Toblerone’s place as an icon in travel retail.” 
