Mondelez WTR partners with Avolta to launch ultra-limited Toblerone Popcorn at Athens International Airport

Mondelez World Travel Retail (WTR) has unveiled the first-ever Toblerone Crunchy Popcorn in a world-exclusive launch, in partnership with Avolta at Athens International Airport.

Available in a limited run of just 2,000 units, the new variety marks a bold innovation from Toblerone, combining golden caramel chocolate with caramelized popcorn, toasted corn, and salted caramel pieces for an irresistible crunch.

This Athens-only debut with Avolta also marks a strategic moment for the brand, reinforcing Toblerone’s pipeline of differentiated innovations in travel retail, as well as its commitment to surprising and delighting shoppers through exciting innovations and exclusive products. By offering a taste of something truly exclusive, Mondelez WTR continues to deepen brand affinity among travelers who value storytelling, premium quality, and one-of-a-kind experiences.

The launch was celebrated with a ribbon-cutting event at Avolta’s Hellenic Duty Free shop at Athens Airport on September 15, attended by Joost Rosmuller, Vice President and Managing Director Mondelez WTR, Maria Ioannidou, CEO and Country Manager of Hellenic Duty Free, and Argyris Evmorfopoulos, Manager of Terminal Commercial Business of Athens International Airport

Mondelez WTR noted how consumer interest in exclusivity, craftsmanship, and differentiated formats continues to shape purchasing behavior in travel retail. According to recent insights, 40% of consumers have purchased special edition or limited-release items, demonstrating the appeal of products that offer scarcity and collectability. At the same time, there is growing appetite for authentic goods that highlight ingredient quality, artisanal processes, and a unique story.

Toblerone Popcorn sits at the intersection of these trends, introducing a never-before-seen flavor twist on a beloved classic while reinforcing the brand’s position as a category leader in premium innovation.

This new product offers a truly distinctive experience, where the sweetness of honey and almond nougat is perfectly complemented by the creamy richness of golden chocolate. Presented in premium, gift-worthy packaging with metallized finishes and unique numbering, Toblerone Popcorn taps into the demand for indulgent, collectible formats in travel retail. The hyper-limited batch adds further to its desirability, appealing to travelers looking for something truly special on their journey.

At Athens International Airport, the launch will be supported by a dedicated and exclusive sensory experience zone, where travelers can engage with the product’s story and flavor profile. Purchasers of Toblerone Popcorn will also receive a commemorative certificate as a collectible keepsake. A live counter unit will track the number of bars remaining, driving urgency and encouraging early purchases.

Joost Rosmuller, Vice President and Managing Director Mondelez WTR, said, “Travel retail thrives on delivering experiences that are unique, exciting, and worth the detour. Toblerone Popcorn embodies this, addressing travelers’ demand for exclusivity and tasty innovation. We’re thrilled to launch this world-exclusive with Avolta, who share our commitment to exceptional customer experiences. This launch reflects the strength of our partnership and the joint focus on making the airport a special place. We look forward to future opportunities to surprise and delight travelers together, driving growth.”

Philippe Moryl, Avolta’s Global Head of Category for Confectionery, Souvenirs and Toys, added, “With this launch, we set a new standard in terms of customers’ experience and product exclusivity with one of the most iconic chocolate brands in travel retail. We want our customers to feel special by giving them a shopping experience that they simply cannot find anywhere else. We are honored that Mondelez has selected Avolta as its preferred partner for this world exclusive launch, and we are already planning the next exciting activations.”