Toblerone chocolate bars featuring a representation of the Matterhorn mountain at the back and a generic mountain at the front. When chocolate production from Switzerland is transferred to Slovakia, the Swiss Matterhorn peak in the bars will be taken out and replaced by a generic mountain that conforms to strict “Swissness”.
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As its U.S. owner, Toblerone chocolate packaging won’t feature Switzerland’s famous Matterhorn mountain. Mondelez Later this year, some production will be moved to Slovakia.
The company will also eliminate the reference to Toblerone as “Swiss chocolate,” and instead declare it “Established by Switzerland in 1908”.
This is due to Swiss legislation that has been in force since 2017 and requires products or services advertising as “Swissness”, to adhere to a set number of origin criteria. All milk-based products must only be produced in the country.
The lawmakers claim it is to preserve the Swiss-made product’s reputation. The flag and references to cities like Geneva can all be considered marks of “Swissness”. In this case, the famous mountain in the Alps is known for its unique pyramid shape.
Mondelez stated that it is changing its packaging to comply with Swiss laws as it shifts some production overseas.
A Swiss flag is flown near Matterhorn mountain, Switzerland on January 7, 2022.
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The redesigned bar has a modernised mountain logo that’s consistent with the triangular and geometric aesthetics. It also retains the subtle outline a bear on its mountain face. Bern, Switzerland’s administrative capital, has a bear on the coat of arms.
Mondelez will also modify the Toblerone font, brand logo, and include the signature of Theodor Tobler, the founder of the nougat, almond, and honey-filled chocolate.
Mondelez stated that Toblerone bars will continue to be made in Switzerland, and that it had invested in its Bern plant to increase its production of 100-gram bars by 90 millions a year.
CNBC was provided with a statement by the company stating that it will make changes this year to meet increased demand and “strengthen Toblerone brand’s future.”