Mondelēz World Travel Retail (WTR), in partnership with Changi Airport and FNA Group International, has unveiled the new, ultra-limited edition Toblerone Strawberry Matcha. Handcrafted in a run of 4,000 individually numbered bars, just 66 pieces of the hyper-exclusive flavor will be available per day in Changi Airport Terminal 2 for eight weeks throughout May and June.
The bar combines Toblerone’s classic honey and almond nougat with smooth white chocolate and the earthy, umami-rich flavor of premium matcha. Delicate pieces of dried strawberry provide a sharp acidity that contrasts with the richness of the chocolate, and the result is a creamy, aromatic bar with Toblerone’s signature nougat crunch in every bite.
The launch underlines Mondelēz WTR’s Destination: Value vision, which is focused on driving incremental growth in travel retail by understanding how consumers behave in the channel. The Toblerone Strawberry Matcha campaign uses daily drops, supported by high-profile placement in the airport, influencer partnerships, and out-of-home visibility, aimed at driving conversion across the category.
Mondelēz WTR has introduced a vibrant green and pink Toblerone “Never Square” Collection Boutique at Changi Airport. The boutique offers travellers an immersive experience with brand ambassadors on hand to guide visitors through the story behind the creation. Each bar purchased is placed in a “Never Square Collection” carrier bag, accompanied by a personalized certificate of authenticity. A live countdown panel tracks how many bars remain for the day, underlining the sense of theatre and hyper-exclusiveness as stock runs down.
Travellers can also capture their boutique visit at a Strawberry Matcha photo installation or personalize their bar with a custom message at the sleeve printer. For some loyalty members of Changi, a tombola mechanic offers a daily chance to win one of six bars.
The launch was officially inaugurated ahead of TFWA Asia Pacific Exhibition & Conference, with a ribbon-cutting ceremony held on May 8 attended by senior executives from Mondelēz WTR, FNA Group International, and Changi Airport Group. As part of the launch ceremony, a giant matsuri-style cart delivered a daily ‘drop’ of Toblerone Strawberry Matcha to reinforce its unique product story, sense of place, and theatre within the airport – with daily drops planned throughout May and June to drive traveller awareness and traffic.
In addition, Mondelēz WTR shared more details about the Toblerone Strawberry Matcha campaign in a dedicated speech at the new World of Innovation area at TFWA on Monday 11 May.
The introduction of Strawberry Matcha reinforces Mondelēz WTR’s ambition to set a new standard for what a limited-edition launch can look like in the channel, while continuing to grow Toblerone’s presence as the icon that it is.
