Toblerone has announced it will make a major change to its brand's packaging as production begins to move outside of Switzerland.
The pyramid-shaped chocolate will no longer feature the iconic Matterhorn mountain - which the confectionary is intended to resemble. Now, the image will be replaced with a more generic-looking alpine summit, according to the brand's US owners, Mondelez.
Since 1908, Toblerone has been produced in the Swiss capital, Berne, whose heraldic animal – a bear – is hidden within the image of the Matterhorn.
A spokesman told the Aargauer Zeitung newspaper: “The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic.”
According to the report, Toblerone packaging will now read “Established in Switzerland” rather than “of Switzerland”.
In a further statement, Mondelez said: “To respond to increased demand worldwide and to grow our Toblerone brand for the future, we are continuing to invest in innovation across our Toblerone portfolio, marketing and production.
“As part of this, an evolved visual identity is being unveiled through updated packaging that includes a distinctive new Toblerone typeface and logo that draw further inspiration from the Toblerone archives and the inclusion of our founder, Tobler’s, signature.
“Berne is an important part of our history and will continue to be so for the future.”
Last year, Mondelez announced its intentions to move some of Toblerone's production to Bratislava, Slovakia. The packaging design will be in-line with Swiss legislation that protects any items which claim to be from the country under the Swissness Acts.
For foodstuffs to market themselves as “made in Switzerland”, 80% of the raw ingredients must be sourced from the country and the majority of processing take place there. For milk and milk-based products, the required quota is 100%, with exceptions for ingredients that cannot be sourced from Switzerland, such as cocoa.
If a product falls short of these requirements, then they are not allowed to use national Swiss symbols.
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