Toblerone scales new peaks with range expansion

Toblerone 5-pack

Toblerone has celebrated its 110th birthday with the launch of several new products in the run-up to Christmas, all available to order now.

The range expansion kicks-off with the addition of 200g (RSP £3.09) and 750g (RSP £9.99) milk chocolate blocks.

A gifting pack (RSP £7.49) featuring five 100g bars in a selection of milk, dark, fruit and nut and white flavours also joins the line-up.

Furthermore, a brand-new Christmas sleeve featuring a gift tag which can be personalised with the recipient’s name is available for the 360g milk format. With an RSP of £5.49, this follows the success of similar Father’s Day and Easter packs launched earlier in 2018.

The new products come as all-year-round gifting grows by 2.7%. Gift blocks specifically are growing at 4% ahead of the gifting segment. Meanwhile, the Toblerone brand is growing at 19% year-to-date, making it the second-fastest-growing brand this year.

The launch will be supported by a “significant investment” at Christmas as part of the ‘Discover the Tastes of Toblerone’ campaign.

Louise Croft, Brand Manager at Mondelez, 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.”