Toblerone will remove the Matterhorn from its packaging when part of its chocolate production is moved from Switzerland to Slovakia, the BBC has learned.
The pyramid-shaped packaging, which features the Alpine peak, will undergo a label change and include the signature of its founder, the manufacturer said. The image of the 4478m peak will be replaced by something more generic.
According to regulations from 2017, national symbols cannot be used to promote milk-based products that are not exclusively produced in Switzerland.
The manufacturing company has announced that it is moving part of its production outside of Switzerland to meet increased global demand and to develop the Toblerone brand for the future.
The chocolate’s new packaging will feature a distinctive new typeface and logo that draw further inspiration from Toblerone’s archives and include the founder’s signature.
Toblerone, the mountain-shaped chocolate made from Swiss milk with honey and almond nougat, was first sold in 1908 in Bern, Switzerland. But it wasn’t until 1970 that the jagged silhouette of the Matterhorn debuted on its packaging.
In 2016, Toblerone attracted attention by increasing the distance between the triangular chocolate bars sold in the UK so that the product could be sold at the same price, but with a weight reduced from 170 to 150. A year later, Mondelez also reduced the weight of the Tobleron bars sold in Germany, reducing the number of triangular pieces to 15 from 11.
After much criticism, the company returned to the original form two years later.
Discussion about this post