Toblerone to drop Matterhorn from packaging due to ‘Swiss’ laws
Toblerone chocolate bars with a representation of the Matterhorn mountain (back) and the general mountain (front) in Geneva. The Swiss Matterhorn peak will be removed when some chocolate production is moved from Switzerland to Slovakia and replaced by a more exotic mountain under strict “Swiss” regulations.
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Toblerone chocolate packaging will no longer feature the iconic Matterhorn mountain in Switzerland, as the US owner Mondelez moving some production to Slovakia later this year.
The company will also remove the reference to Toblerone as “Swiss Chocolate,” instead stating, “Founded in Switzerland in 1908.”
It is the result of Swiss legislation, in force since 2017, which requires any product using “Switzerland” to advertise a product or service to meet a set of stipulations source measurements. Milk-based products must be produced only in the country.
Lawmakers say it is a way to protect the reputation associated with Swiss-made products. Signs of “Switzerland” can include the flag, references to cities such as Geneva, or in this case the famous mountain in the Alps known for its neat pyramid shape.
Mondelez confirmed that it is changing its packaging as a result of Swiss legislation and moving some production abroad.
A Swiss flag flies near the Matterhorn mountain on January 7, 2022 near Zermatt, Switzerland.
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He said the redesigned bar features a “modern and streamlined mountain logo that is consistent with a geometric and triangular aesthetic,” and maintains the subtle bear look on the mountain’s face. Bern, the administrative capital of Switzerland, features a bear on its coat of arms.
Mondelez is also tweaking the Toblerone font and brand logo and incorporating the founder’s signature nougat, almond and honey-rich chocolate, Theodor Tobler.
Mondelez said Toblerone bars would continue to be produced in Switzerland and that it had invested in its Bern factory to increase production of its 100g bars by 90 million a year.
The upcoming changes this year, he said in a statement given to CNBC, will help meet increased demand and “strengthen the Toblerone brand for the future.” “