Toblerone Launches Non-Pyramid Truffles with Vault Pop-Up on Piccadilly

Toblerone Truffles have been launched, like a precious diamond, in a faux-jewellery store on Piccadilly, offering the public the chance to steal the brand new chocolates from behind a secure vault from 28th to 30th September 2023.

Famous for its iconic pyramid shape throughout its 115-year history, Toblerone Truffles mark the first time that the brand is expanding into a new diamond shape.

The new luxurious diamond shaped chocolate has a smooth, velvety truffle centre with crunchy bits of nougat and almond.

Paying homage to the precious diamond shape of the new chocolate and drawing inspiration from the high stake jewellery heist of Hatton Garden, the Toblerone Diamond Truffle Vault experience offers members of the public the chance to get their hands on gold wrapped diamond truffles – but only if they can crack the code to the vault.

Amongst the designer boutiques of Mayfair and just a few doors down from one of the city’s landmark luxury department stores, the experience is like walking into a high end jewellery shop with maximum security protecting the precious chocolate jewels.

Claire Kamara, Junior Brand Manager at Toblerone, comments:

“Toblerone Truffles is an exciting move for us, it’s the first time our much loved nougat filling has been inside any other shape than a pyramid. We wanted to treat this precious chocolate like precious diamond and are excited to see Toblerone fans take on the vault to claim the sweetest jewels of all – Toblerone Truffles.”

The store is open from 28th to 30th September between 10:00 and 18:00, with entry on a first-come-first-served basis. It can be found at 189 Piccadilly, London W1J 9ES.

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