Toblerone x Biscoff Truffles Win Over Consumers with Strong Product and Advertising Scores

Oct. 29, 2026

Toblerone’s new collaboration with Lotus Biscoff and its launch advert have both achieved exceptional scores in testing by market research company System1.

The new Toblerone Diamond Truffles with Biscoff achieved an exceptional 5.8-Star rating on System1's Test Your Innovation. This places the product among the top 5% of more than 60,000 innovations in System1's database, signalling significant sales potential.

The Star Rating predicts an innovation's likely in-market performance by combining consumers' emotional responses, simulated share trading and decision speed.

Two-thirds (66%) of respondents expressed happiness when presented with the concept, while a further 14% reported surprise. Just 4% expressed negative emotions, while only 17% felt neutral, less than half the average neutrality score of 35%.

The collaboration is a strong example of 'Fluent Innovation', where a new product builds on familiar and recognisable qualities rather than relying entirely on novelty. By combining two distinctive and well-loved flavours, the product offers something new that consumers can immediately understand and embrace.

The truffles also achieved a Buy Shares score of 78%, meaning nearly eight in ten respondents were hypothetically willing to invest in the concept. Its Emotion-into-Action™ score of 84 was also classified as exceptional, reflecting the strength and intensity of consumers' emotional responses.

The product’s advert also achieved an exceptional 5.6-Star rating, indicating strong potential to drive long-term brand growth. It also recorded an exceptional Spike score of 1.44, which predicts short-term sales effectiveness, alongside a good Fluency score of 83, demonstrating strong brand recognition.

Together, the results demonstrate how combining the familiarity of established brands with something genuinely new can create a powerful proposition, particularly when supported by advertising that makes the innovation immediately recognisable.

Tristan Findlay, Chief Growth Officer – Innovation at System1, commented:

"Two iconic category disruptors collide here, and I'm already halfway to the supermarket. When consumers' only request is white and dark chocolate versions, you know you've got a star idea. Lotus's unique flavour meets Toblerone's 'Never Square' attitude: different, distinctive and equally loved. The results highlight the opportunity for brands to innovate by bringing together familiar products and flavours in unexpected ways. Rather than asking consumers to embrace an entirely unfamiliar concept, Toblerone and Lotus Biscoff have created a distinctive new offering that builds on the established appeal of both brands, with advertising that reinforces the same approach.”