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Kraft Foods launches new mobile retail concept for Toblerone

Published 27 January 2011

Kraft Foods World Travel Retail (KFWTR) has launched a new mobile retail concept for its Toblerone brand. The new Toblerone mobile shop is aimed at capturing consumer spending at any airport location.

The concept has already been implemented at Zurich airport. At the beginning of this month, KFWTR had installed the unit in the concourse of Airside Center's Level 1 in alliance with The Nuance Group.

The prototype unit includes a merchandising unit, a large TV Screen fitted into a giant Toblerone chocolate bar and an optional model cable car. Six triangular shelf units, a cashier desk and two large Toblerone bars positioned on either side complete the mobile store. The prototype unit was completed by the end of 2010.

The concept occupies a floor space of 20 and 30 square meter based on the layout.

The mobile shop has been launched with three objectives: Allowing retailers to test the product at different locations in the airport, make changes according to changing passenger flows and exploit retail space at locations where there is currently no retail presence.

The store expects to lure in passsengers who otherwise would skip a traditional travel retail store. All units can be fully locked during non-operating hours.

The Zurich unit offers a full range of Toblerone chocolates, sharing bags and formal gift items like Tobelle and Ribbon Box. The outlet is open from dawn to dusk.