Toblerone to lose the Matterhorn mountain peak from packaging

Toblerone will remove the image of the Matterhorn mountain and the words "Swiss chocolate" from its packaging.

Toblerone to lose the Matterhorn mountain peak from packaging
Image: Toblerone

Toblerone, the iconic chocolate bar, will remove the image of the iconic Matterhorn mountain from its packaging and will no longer refer to itself as "Swiss chocolate". The redesign is a result of the transfer of some production to Slovakia and the strict rules of Switzerland regarding what can be called "Swiss chocolate".

A 2017 Swiss law restricts the use of the Swiss flag and country identification elements on food, industrial goods and services: 80% of raw ingredients must be sourced from Switzerland, and most processing must take place there.

The 4,478-meter high mountain located on the border of Italy and Switzerland will be replaced by a typical Alpine peak, and Toblerone will no longer be called "Swiss chocolate". Mondelēz, which has owned Toblerone since 2012, announced last year that it will move some production to its plant in Slovakia from late 2023.

"The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic," a Mondelēz spokesperson told the Aargauer Zeitung newspaper.

Toblerone chocolate was invented in 1908 by Theodor Tobler and Emil Baumann. The name consists of the surname Tobler and the word torrone (turron, from Italian — "honey-almond nougat"). The triangular shape of the bars has been protected by law since 1909.

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