Mondelēz unveils new Toblerone brand platform

Mondelēz International is evolving its Toblerone chocolate brand with innovative formats in key markets, bringing to life its updated brand signature ‘Never Square’.

The iconic 115-year-old brand is supporting the new positioning with significant investments in premium product offerings, marketing and advertising, and expanded distribution.

Inspired by luxury brands, the global ‘Never Square’ campaign looks at conventions and standards with a cheeky, authentic point of view, positioning Toblerone as a premium chocolate offering.

“We’re excited and inspired by the new brand platform, ‘Never Square,’ which pays homage to the values embodied by founder Theodor Tobler,” said Mie-Leng Wong, Senior vice president of global brands at Mondelēz International.

“He embraced originality and created a triangular chocolate in a world of squares, and this platform is our way of inspiring people to do just that.”

The new premium product offerings and gifting options in line with the brand’s refreshed style and messaging include Toblerone Truffles, an exciting combination of the original taste of Toblerone with a new, velvety smooth truffle center and familiar bites of crunchy honey and almond nougat, wrapped in a unique diamond shape. The truffles recently made their debut in the UK, Switzerland, and Australia, as well as airport duty-free stores in key markets. They will expand to other countries next year.

In addition, Tiny Toblerone packs are expanding to US retailers, making the premium chocolate brand, once available predominantly in airports, accessible to a wider range of consumers. Tiny Toblerone packages are offered in two varieties: classic milk chocolate with honey and almond nougat, and a variety pack of milk, white and dark chocolates with honey and almond nougat.

Gifting options became more personalised with Toblerone’s new online gifting platform, offering another way to embrace individuality. Launched last year, www.toblerone.co.uk allows customers to choose from a curated assortment of formats, flavors, and sleeve designs, as well as adding their own personal message on packaging.

The updated creative approach for the brand shines through in UK advertisements promoting Toblerone Truffles, which feature the gemstone-shaped chocolates as luxury jewelry. Additional creative elements will roll out in other markets in the coming months.

Along with updating the brand’s positioning, Mondelēz said offering Toblerone in these smaller sizes supports its goal of continuing to provide a wide variety of portion sizes and shareable options to help people enjoy chocolate as part of a balanced lifestyle and mindful diet.

In Mondelēz’s 2022 State of Snacking Report, 78 per cent of survey respondents across 12 countries said they take time to savor indulgent snacks, and 61 per cent said they take time to portion out snacks before eating them.

“Savoring an appropriate portion of a treat like chocolate and focusing on truly experiencing it with all your senses can help make it easier to fully enjoy snacking as part of a balanced lifestyle,” said Michelle Pickering, senior vice president, research & development for global chocolate and cocoa at Mondelēz International.

Mondelēz previously announced its ambition to generate 90 per cent of revenue through its core categories of chocolate, biscuits and baked snacks. The company is significantly accelerating its focus in the fast growing premium chocolate space with additional Toblerone offerings, including pralines similar to the UK truffles and personalised gifting options, rolling out in numerous markets.