Toblerone scales new summits with range expansion

As Toblerone celebrates its 110th anniversary, the $415m global brand[1] has boosted its range, giving fans more choice and different ways to enjoy the Swiss chocolate they love.

The range expansion will ‘peak’ the interest of followers of the iconic triangular chocolate, offering more variety for every occasion, while tapping into trends for personalisation, premium gifting and portionable treats.

Made in Bern, Switzerland, using quality ingredients and featuring the iconic Toblerone triangular peaks, the new products follow the success of last year’s coconut flavour launch, and are all available to order now.

The expansion includes a selection of new options for fans of the milk chocolate variety, as Toblerone launches in both a 200g milk chocolate block and a large 750g block, perfect for gifting. Furthermore, this festive season a brand new Christmas sleeve 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 in 2018.

A further gifting pack 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 AYR gifting is growing by 2.7 per cent[2], and gift blocks specifically are growing at 4 per cent ahead of the gifting segment[3]. Meanwhile, the Toblerone brand is growing +19% YTD, making it the second fastest growing brand this year[4]. With this combination of brand heritage, loyalty, momentum and innovation, the growth of the Toblerone family has been designed to perfectly align with consumer demand.

88 per cent of consumers have tried Toblerone, and when looking for a gift, 94 per cent of those people are sure that the recipient will love the product[5], thanks in part to the range of variants available, including Milk, White, Dark, Fruit and Nut and Coconut. What’s more, the product scores no. 1 on taste has 95 per cent brand awareness[6] amongst consumers.

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, commented: “This is the start of an exciting journey for the brand, which will see the Toblerone family expand in 2018 to include a number of exciting new flavours and products for every occasion.

“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.

“We want everyone to enjoy the unique Swiss chocolate recipe, quality ingredients and iconic triangular peaks that Toblerone is famous for and are always reviewing our range to make sure we provide great quality Swiss chocolate in formats we know our fans love.” 

What does this mean to the retailer?

  • Help boost sales by tapping into the excitement around the range expansion of this much-loved, heritage brand
  • Utilise Toblerone POS for unmissable visibility in store
  • Supported by investment – stock up in advance of heightened consumer awareness

Product name: Toblerone milk chocolate block

Weight: 200g

RRP*: £3.09

Case size: 10

Product name: Toblerone milk chocolate block

Weight: 750g

RRP*: £9.99

Case size: 5

Product name: Toblerone milk chocolate block with festive sleeve

Weight: 360g

RRP*: £5.49

Case size: 10

Product name: Toblerone 5 x gifting variant pack

Weight: 5 x 100g bars

RRP*: £7.49

Case size: 6

*Prices are recommended only. Retailers are free to set their own prices

[1] Nielsen Answers July 2018

[2] One system data up to 20th May 2018.

[3] One system data up to 20th May 2018.

[4] IPSOS Brand Health Tracking

[5] IPSOS

[6] IPSOS Brand Health Tracking