New look: Toblerone to remove Matterhorn from packaging
Manufacturers of Toblerone are removing images of the Matterhorn of Switzerland and the Swiss flag from their packaging of 35 and 50 gram (1.2-1.75 oz) bars as they shift some production to Slovakia.
Mondelez International of Deerfield, Illinois, which owns the Swiss-born brand, says it is in the process of adapting the packaging of Toblerone products to meet Swiss rules on how products qualify for the “Swissness” signature.
Why is the Matterhorn disappearing?
With Toblerone opening a new factory in Bratislava, Slovakia, in the third quarter of 2023, the company must adapt packaging to Swiss legislation.
Toblerone has announced a new factory in Slovakia in June 2022 “to meet increased global demand”, according to the brand’s owner. The company cited lower wages in Slovakia compared to Switzerland when announcing the outsourcing of production of some Toblerone chocolates.
In 2017, Switzerland adopted a law on “Switzerland” which aims to protect the prestige of Swiss manufacturing.
As far as food is concerned, two criteria must be met: four-fifths of the product’s raw materials must come from Switzerland and the processing that gives the product its “essential characteristics” must take place in Switzerland.
What’s the new design?
“The packaging redesign features a modernized, streamlined mountain logo that is consistent with the geometric, triangular aesthetic,” Livia Kolmitz, a spokeswoman for Mondelez, said via email.
“More and more people will see the brand’s new visual identity and packaging design,” said the spokeswoman.
The name is a portmanteau of two words: the Tobler family name and “torrone”, the Italian name for honey-almond nougat.
Toblerone produces around 7 billion chocolate bars annually, 97% of which are exported to 120 countries.
dmn/air (AP,AFPE)
Source: DW
Lori Barajas is an accomplished journalist, known for her insightful and thought-provoking writing on economy. She currently works as a writer at 247 news reel. With a passion for understanding the economy, Lori’s writing delves deep into the financial issues that matter most, providing readers with a unique perspective on current events.