Toblerone, the iconic Swiss chocolate brand known for its triangular peaks and distinctive gold packaging, is embracing a major shift in its packaging strategy—eliminating plastic in a move toward greater sustainability. Parent company Mondelez International has announced that the brand’s travel retail editions will now feature a completely plastic-free packaging design.

This change comes as part of Mondelez’s broader sustainability agenda, which includes making 100% of its packaging recyclable by 2025. The newly redesigned Toblerone packaging is made entirely from paper-based materials, replacing the traditional plastic tray with a recyclable cardboard alternative. This move is expected to eliminate over 30 tonnes of plastic annually, a meaningful reduction for one of the world’s most recognizable chocolate brands.

While the new packaging maintains Toblerone’s signature triangular shape and premium look, it demonstrates how design innovation can coexist with eco-conscious values. According to Mondelez, the updated design does not compromise product protection or shelf life—key concerns for food packaging in international travel retail environments.

“We know that consumers and retailers are increasingly expecting brands to take responsibility for their environmental footprint,” said a Mondelez spokesperson. “This new Toblerone pack not only meets those expectations but also shows that sustainable design can enhance the brand experience.”

The development aligns with a broader industry trend where confectionery brands are reevaluating legacy packaging models to reduce waste. Competitors across the chocolate and snack sector have launched similar efforts to phase out plastic and introduce more sustainable materials, such as compostable films, mono-material structures, and fiber-based solutions.

Notably, Toblerone’s new packaging will debut in global travel retail—a strategic move, as airports and duty-free shops are high-visibility environments where brands can showcase their commitment to sustainability. The initiative also responds to tightening regulations across Europe and beyond, where governments are pressuring manufacturers to eliminate single-use plastics and promote recyclable alternatives.

As part of the rollout, Toblerone will feature on-pack messaging and icons to educate consumers about the recyclable nature of the new packaging. QR codes and digital touchpoints are also being explored to deepen brand engagement while reinforcing its environmental commitment.

With this shift, Toblerone becomes part of a growing movement within the packaging industry that seeks to blend premium aesthetics with environmental responsibility. The chocolate bar’s plastic-free makeover serves as a case study in how legacy brands can adapt to the demands of modern consumers—without losing their unique visual identity or quality promise.

“This is more than a packaging update—it’s a strategic evolution,” commented a senior packaging analyst. “Toblerone is showing that even the most iconic brands can make meaningful changes toward circularity.”

As sustainability becomes non-negotiable in global packaging strategies, Toblerone’s plastic-free leap is both a symbolic and practical milestone in the path toward a more sustainable food industry.