Mondelēz World Travel Retail has partnered with Changi Airport Group and FNA Group International to unveil a new limited-edition Toblerone Strawberry Matcha at Singapore Changi Airport Terminal 2.
The new flavour has been introduced as an ultra-limited travel retail exclusive, with only 4,000 individually numbered bars produced globally. According to the company, just 66 bars will be released daily during the eight-week campaign running throughout May and June.
The product combines Toblerone’s signature honey and almond nougat with white chocolate, premium matcha, and dried strawberry pieces, targeting travellers seeking premium and exclusive confectionery experiences.
To support the launch, Mondelēz WTR has created a dedicated “Never Square” Collection Boutique at Changi Airport featuring immersive retail elements such as live stock countdown displays, themed visual merchandising, personalised certificates of authenticity, product customization, and experiential engagement zones.
The activation reflects the growing trend of experiential retail within the travel retail sector, where brands are increasingly focusing on exclusivity, storytelling, and passenger engagement rather than conventional product displays alone. Modern airport retail environments are now evolving into experience-led commercial spaces designed to create stronger emotional connections with travellers.
Industry experts note that limited-edition confectionery launches continue to play a major role in driving impulse purchases and premium category growth in airport retail. Matcha-based flavour innovations have also gained significant popularity across Asian and global confectionery markets in recent years, particularly among younger travellers seeking unique product experiences.
The campaign was officially launched ahead of the 2026 TFWA Asia Pacific Exhibition & Conference and forms part of Mondelēz WTR’s broader “Destination: Value” strategy focused on premiumisation and consumer-led retail innovation in travel retail.
