Toblerone unveils trio of innovations to drive premium chocolate growth

Toblerone is expanding its portfolio with three new innovations: Toblerone Biscoff Diamond Truffles, a range of Toblerone 100g bars and a limited edition Toblerone Crispy Caramel 340g, designed to attract incremental shoppers into the premium chocolate category and offer moments of small luxuries.

Premium chocolate continues to outperform the wider market, with the segment forecast to grow by 13%[1], highlighting a significant opportunity for retailers to drive value sales through premium products. Toblerone’s distinctive offering and strong taste credentials continue to resonate with younger shoppers, with brand penetration increasing 3.6 pp over the past two years[2].

Toblerone Biscoff Diamond Truffles brings together two iconic brands for a new premium offering. The product combines a velvety Biscoff spread filling with crunchy pieces of Toblerone nougat, enrobed in Toblerone Truffles’ distinctive diamond-shaped milk chocolate shell.

The launch taps into the continued popularity of Biscoff among shoppers and taps into the fact that 70% of consumers are actively seeking new food concepts and flavour combinations[3]. The new launch looks to leverage Toblerone Truffles’ strong momentum within premium gifting. Toblerone Truffles are currently growing in value by 23% year on year[4] and attracting young adults and more affluent shoppers into the premium gift category.  The new addition will sit alongside the rest of the range: Toblerone Truffles Milk, Toblerone Truffles Golden Caramel and Toblerone Truffles Assorted.

The brand is also launching a limited-edition Toblerone Crispy Caramel block. Toblerone Crispy Caramel introduces a distinctive texture profile to the iconic range, combining the brand’s signature milk chocolate with salted crispy caramel pieces for a satisfying crunch that complements the smooth, creamy chocolate. Available until the end of the Christmas season, the new addition looks to tap into the Christmas Gifting occasion with a unique flavour offering. The new flavour extension will be available in the standard 340g block as well as in Toblerone’s new 100g range.

Toblerone is also launching a range of shopper-favourite flavours into its new 100g range, which is to appeal to younger consumers seeking indulgent, premium treats, while providing a more accessible entry point into premium chocolate. Research shows that 72% of consumers seek affordable luxuries such as chocolate as it continues to play a role as an accessible treat. The new 100g range looks to tap into this and unlock growth within premium block chocolate, the UK’s second-largest premium chocolate segment, which is forecast to be worth £420m by 2030[5].

Available in a range of flavours including Milk, White Chocolate and the new Crispy Caramel variety, the 100g format is positioned to drive both penetration and frequency by targeting evening indulgence occasions.

Ristika Dara Ninggar, Brand Manager, Toblerone at Mondelēz International, said:

“Toblerone continues to drive growth in premium chocolate by delivering distinctive, value-adding innovations that excite shoppers. Following the strong success of our Toblerone Truffles range, partnering with Biscoff® was a natural next step, bringing together two iconic brands to create a highly differentiated proposition. Shoppers are increasingly seeking indulgent, premium experiences and exciting flavour combinations, and Toblerone Biscoff Truffles deliver on both. We are confident this launch will help retailers attract younger shoppers, drive incremental sales and bring new energy to the premium gifting category.

“Toblerone is one of the most distinctive and recognisable brands in chocolate, and our new launches demonstrate our commitment to driving growth within premium confectionery. The new 100g range offers shoppers an accessible way to enjoy premium chocolate during everyday indulgence moments. Our new limited edition Toblerone Crispy Caramel also looks to expand our gifting range, with a new flavour extension. Together, these innovations, alongside Toblerone Biscoff Diamond Truffles, will help retailers recruit younger shoppers, drive category value and create excitement across the premium snacking and premium gifting occasions.”

Toblerone Biscoff Diamond Truffles and Toblerone 100g Toblerone Crispy Caramel are available now, while Toblerone Crispy Caramel is available 1 July.

To support the launches, Mondelēz International is investing heavily behind the Toblerone brand to drive mental and physical availability, including media investment, sampling activity and retail activation.