Mondelēz International Unveils New Toblerone Brand Platform and Premium Offerings in Key Markets

Mondelēz International, the global snacking powerhouse, is set to revolutionize the beloved Toblerone chocolate brand with its innovative approach. Embracing a fresh brand signature, “Never Square,” Toblerone is ready to captivate consumers with its updated positioning and premium offerings. This exciting transformation comes as the iconic brand celebrates its 115th anniversary, showcasing its commitment to staying ahead of the curve.

The “Never Square” campaign, inspired by the world of luxury brands, takes a mischievous and authentic perspective on conventions and standards. By positioning Toblerone as a premium chocolate offering, Mondelēz International aims to pay homage to the visionary founder, Theodor Tobler, who defied norms by creating a triangular chocolate in a world of squares. Mie-Leng Wong, Senior Vice President of Global Brands at Mondelēz International, expressed enthusiasm for the new brand platform, stating, “This platform is our way of inspiring people to embrace originality and think outside the box.”

To complement its refreshed style and messaging, Toblerone introduces new premium product offerings and gifting options. In the United Kingdom, Toblerone Truffles take center stage in advertisements that present these gemstone-shaped chocolates as luxurious jewelry. This creative approach will soon roll out in other markets, captivating chocolate lovers worldwide. By offering Toblerone in smaller sizes, Mondelēz International also supports its commitment to providing a wide variety of portion sizes and shareable options, aligning with consumers’ desire for balanced lifestyles and mindful diets.

Michelle Pickering, Senior Vice President of Research & Development for Global Chocolate and Cocoa at Mondelēz International, emphasizes the importance of savoring indulgent snacks in moderation. According to Mondelēz’s 2022 State of Snacking Report, a significant majority of survey respondents across 12 countries take time to savor their favorite treats and portion them out before consumption. By encouraging consumers to fully enjoy their snacking experiences, Toblerone aims to become an integral part of a balanced lifestyle.

Building on its ambition to generate 90 percent of revenue through core categories, including chocolate, biscuits, and baked snacks, Mondelēz International recognizes the rapid growth of the premium chocolate market. As a result, the company is doubling down on its focus in this space, with Toblerone leading the charge. Alongside the introduction of pralines similar to the U.K. truffles, personalized gifting options will soon be available in various markets, further enhancing the brand’s appeal.

Mondelēz International, a global snacking leader, empowers people to snack right in over 150 countries. With a portfolio of iconic brands such as Oreo, Ritz, LU, Cadbury Dairy Milk, Milka, and Toblerone, the company is at the forefront of shaping the future of snacking. As a proud member of prestigious indices like the Standard and Poor’s 500, Nasdaq 100, and Dow Jones Sustainability Index, Mondelēz International continues to set high standards for itself and the industry.

With its innovative approach to Toblerone, Mondelēz International is poised to captivate chocolate enthusiasts worldwide. The “Never Square” campaign, premium product offerings, and expanded distribution channels demonstrate the company’s commitment to delivering exceptional experiences and inspiring consumers to embrace their uniqueness. As Toblerone continues to evolve, it remains a symbol of indulgence, originality, and the joy of savoring life’s little pleasures.

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