Most Filipino chocolate consumers nowadays are active and young adults in the workforce as convenience stores like 7-11 have made the snack even more accessible to them.
“Most consumers are people on-the-go, the younger adults who are working. A big factor is that 7-11 is near the places where people work and that’s the commercial and business districts,” says Ros Fajardo, Key Accounts manager of Mondelez Philippines (distributor of Toblerone in the Philippines) during the recent launch of the Toblerone and 7-11 promotion that also marks the convenience store chain’s 35th year in the Philippines.
Fajardo says the presence of these 7-11 outlets everywhere has also made it easy to push Mondelez Philippines’ goal to empower people to snack right.
“It (7-11) is now the largest convenience store chain in the country. 7-11 has made available and accessible Toblerone and our other products to consumers anytime,” she says.
Ashish Pisharodi, country director of Mondelez Philippines adds: “Whether it’s fuel, snack or a treat, 7-11 helps us fulfill those needs for the consumers by providing snacks at the right moment. When you go out of the streets, 7-11 branches everywhere are just at arm’s length.”
Toblerone (100g) and Cadbury (65g) are the top two favorites among those chocolates sold at 7-11 stores, according to Fajardo. This supports the Nielsen data that the brand is the market leader in the modern trade and convenience store channel.
“In this particular channel, the key observation is that consumers are leaning towards imported chocolates and this is where Mondelez chocolates are included. So, we are now outpacing the local players,” Fajardo explains.
In the said promotion from 8 May to 30 July, customers who purchase participating Mondelez Philippines products like Toblerone and Cadbury Dairy Milk from 7-Eleven stores nationwide can join the e-raffle and be one of the lucky 2,600 winners of 4.5kg Toblerone bars.
“Our partnership with 7-Eleven has been nothing but sweet, and we wanted to celebrate this unforgettable milestone by giving our loyal customers the chance to share the sweetness through this special promo,” Fajardo says.