The unusual reason behind Toblerone’s new look
The makers of Toblerone chocolate bars will remove the Matterhorn mountain peak from its packaging after some of its production processes were moved outside of Switzerland.
In 2017, Switzerland introduced strict rules about the use of its national symbols in marketing.
Companies looking to display Swiss iconography to promote milk-based products must be made exclusively in Switzerland. Other foods need to be at least 80 per cent made in Switzerland.
The 4478-metre Matterhorn is shaped like a pyramid, with its form echoed along the lines of the infamous choccy bar.
Inside the image of the Matterhorn on Toblerone bars is a bear, the symbol of the town Bern, which is the Swiss capital and where the bars have been produced since 1908.
The US firm Mondelēz, which owns Toblerone, told the Aargauer Zeitung newspaper the imagery on its packaging would soon be changed.
"The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic," a Mondelēz spokesperson said in a statement.
The labelling for Toblerone will now say "established in Switzerland", rather than "of Switzerland”.
Mondelēz announced in 2022 that it would move some of the production to Slovakia at the end of 2023.
Image credit: Getty