The launch comes as part of Kraft Foods’ biggest investment in the Toblerone brand for more than 10 years, which includes in excess of £2 million support, a national TV ad, national outdoor campaign and also heavyweight sampling.
The new packs feature purple and golden packaging, in keeping with the fruit and nut sector but maintaining the traditional style of Toblerone.
Dave McNulty, ICC Customer Director at Kraft Foods, commented: “Toblerone continues to be one of the world’s top selling chocolate brands, with the UK market accounting for nearly one third of total EU retail sales. However, we recognise that it is important to re-vamp brands in order to excite existing customers and to attract a new market.
“We chose to launch a Fruit and Nut variant of Toblerone as there is a huge opportunity within the sector, which is worth a massive £68 million and still growing. It lends itself well to the Toblerone brand credentials, being trusted by consumers and high in quality, as well as having a universal appeal to all genders and age groups.
“The honey and almond nougat blends perfectly with raisins whilst maintaining the distinctive taste of Toblerone that millions of consumers have grown to love.”
Retailers can maximise Toblerone Fruit and Nut display by using customised point of sale units.