The identity of the product and its sometimes “national aspect” create problems for the renowned chocolatier. OUR Toblerone is no longer Swiss enough to include Switzerland’s most photographed mountain in its packaging. The American company Mondelez, which owns the Toblerone chocolate brand, is forced to change packaging after its decision to move some production to the Slovak capital Bratislava from this year, according to a related publication. moneyreview.gr. With this change, Toblerone is breaking the most stringent promotional and advertising rules regarding the concept of “Swiss Style”. From now on, the packaging of Toblerone will not show the Matterhorn, but the design of the mountain peak. “The packaging redesign reveals a modernized and improved mountain logo that matches the product’s geometric and triangular aesthetic,” a spokesperson for Mondelez told the Swiss newspaper Aargauer Zeitung, according to the Washington Post. On the characteristic triangular-shaped box, instead of “(product) of Switzerland” it will say “based in Switzerland”. It is worth noting that under the “Switzerland” legislation, which has been in force in the country since 2017, companies must prove that their products are sufficiently “Swiss” in order to be entitled to use the “Switzerland” label. associated with prestigious products such as Swiss watches.

The Toblerone packaging will not feature the Swiss Matterhorn, but a mountain peak design.

Swiss officials then cited studies showing that association with Switzerland can increase the price of a product by 20% or even more if it is a luxury item. In this context, the label “Swiss” was found to be in demand, but its abuse both in Switzerland and abroad has undermined its credibility. According to established rules, food products must be produced from at least 80% Swiss raw materials to be considered “Swiss”. Dairy products and milk require 100% Swiss raw materials (excluding cocoa, as it is considered a natural material that cannot be produced locally). These rules mean that Toblerone can no longer associate its name with the most famous of the Swiss mountains. The company’s website says the chocolate’s famous triangular shape, which has been in use for over a century, is inspired by the shape of the Matterhorn, which was the special birthplace of the chocolatier who dubbed the confection, Théon Tomber.

Toblerone, which is made from Swiss milk with honey and almond nougat (like nougat), was first sold in 1908 in Bern, and the Matterhorn has been featured on its packaging since 1970. In 2016, Toblerone made a splash when it changed its design of its chocolate, increasing the spaces between the triangular pieces to keep costs down. Two years later, after being heavily criticized, the company returned to its original form.