Beloved by chocolate enthusiasts for nearly six decades, the UK’s Toblerone dark chocolate bar is set to vanish from shelves due to changing tastes and rising cocoa prices.
Mondelēz International has confirmed that its 360g dark chocolate bar, a staple on confectionary shelves for nearly six decades, will no longer be sold in the ‘changing tastes’ and the company’s efforts to adapt its range, is likely to disappoint some consumers.
Mondelēz International is a multinational confectionery, food, and beverage company.
It was formed in 2012 through the spin-off of Kraft Foods Group's snack business.
Headquartered in Chicago, Illinois, the company operates globally with a portfolio of iconic brands including Oreo, Nabisco, Trident, Cadbury, Milka, and Toblerone.
Mondelēz International is one of the largest snack food companies in the world, employing over 80,000 people worldwide.
A Brief History of Toblerone
The original Toblerone bar was first invented in 1908 by Theodor Tobler, a Swiss chocolatier. The dark chocolate version, containing 50% cocoa, was released in 1969. Over the years, several variations have been introduced, including a white chocolate and a fruit and nut version.
Changing Taste Preferences
The discontinuation of the dark chocolate bar is not an isolated incident. The chocolate industry has faced challenges due to rising cocoa prices, which reached a record high in December. This surge in prices can be attributed to poor harvests in major cocoa-producing countries such as Ghana and the Ivory Coast.
Claire Burnet, co-founder of Dorset-based premium chocolate company Chococo, attributes the rising prices to a ‘perfect storm’ of factors including ageing farmers, ageing trees, declining yields, and increasing disease. Climate change has also had a significant impact on crops in West Africa, which are particularly vulnerable to unusually dry weather.
Implications for Consumers
While it is unclear if other sizes of Toblerone will be discontinued, the removal of the 360g dark chocolate bar from UK shelves marks a significant shift in consumer preferences. As consumers become increasingly health-conscious and discerning, manufacturers must adapt their offerings to meet changing tastes.
Consumer preferences refer to the attitudes, opinions, and behaviors of individuals when making purchasing decisions.
These preferences are influenced by various factors such as demographic characteristics, lifestyle, values, and cultural background.
Research suggests that approximately 70% of buying decisions are based on emotional connections rather than rational considerations.
Additionally, consumers' preferences can be shaped by social media, reviews, and recommendations from friends and family.
The discontinuation of this beloved treat highlights the ever-changing landscape of the confectionery industry. With rising costs and shifting consumer preferences, companies like Mondelēz International must continually evolve to remain competitive.
