As Toblerone celebrates its 110th anniversary, the brand is introducing a 200g milk chocolate block (rrp £3.09) and a large 750g block for gifting (rrp £9.99).
Furthermore, this festive season a brand new Christmas sleeve (rrp £5.49) featuring a gift tag which can be personalised with the recipient’s name will be available for the 360g milk format. This sleeve follows the success of Father’s Day and Easter packs which were launched earlier this year. A further gifting pack (rrp £7.49) featuring five 100g bars in a selection of milk, dark, fruit and nut and white flavours has also been added to the Toblerone lineup. The range expansion arrives as All Year Round gifting is growing by 2.7%, and gift blocks specifically are growing at 4% ahead of the gifting segment (One system data up to 20th May 2018). Meanwhile, the Toblerone brand is growing +19% YTD, making it the second fastest growing brand this year (IPSOS Brand Health Tracking).
Mondelez claims that 88% of consumers have tried Toblerone, and when looking for a gift, 94% of those people are sure that the recipient will love the product, thanks in part to the range of variants available, including milk, white, dark, fruit and nut and coconut.
The launch will be supported by a significant investment into in-store activation at Christmas as part of the Discover the Tastes of Toblerone campaign.
Louise Croft, Toblerone brand manager at Mondelez International, said: “We’re extremely proud of our Swiss heritage and this is reflected in our chocolate. It’s been 110 years since the first Toblerone bar was produced at our factory in Bern, Switzerland, and we saw this as the perfect milestone to take a look at our Toblerone family to make sure we’re still delighting fans in the same way as we were in 1908.”