The unusual reason behind Toblerone’s new look
<p dir="ltr">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.</p>
<p dir="ltr">In 2017, Switzerland introduced strict rules about the use of its national symbols in marketing.</p>
<p dir="ltr">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.</p>
<p dir="ltr">The 4478-metre Matterhorn is shaped like a pyramid, with its form echoed along the lines of the infamous choccy bar.</p>
<p dir="ltr">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.</p>
<p dir="ltr">The US firm Mondelēz, which owns Toblerone, told the Aargauer Zeitung newspaper the imagery on its packaging would soon be changed.</p>
<p dir="ltr">"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.</p>
<p dir="ltr">The labelling for Toblerone will now say "established in Switzerland", rather than "of Switzerland”.</p>
<p dir="ltr">Mondelēz announced in 2022 that it would move some of the production to Slovakia at the end of 2023.</p>
<p dir="ltr"><em>Image credit: Getty</em></p>
