After 50 years, chocolate brand Toblerone was forced to remove the image of the Matterhorn from its packaging because it is moving part of its production to another country.
American confectionery giant Mondelez, which also owns the Cadbury and Oreo brands, will move some of its triangular chocolate bars from Switzerland to Slovakia.
The move is inconsistent with “Swiss” marketing rules introduced in 2017 that restrict the use of Swiss national symbols in food, industrial goods and services.
For food to be sold as “Made in Switzerland”, 80 percent of the raw materials must come from the country in which most of the processing takes place.
For milk and milk-based products, the required quota is 100 percent, except for ingredients that cannot come from Switzerland, such as cocoa.
Mondelez announced last year that it would move part of its production to Bratislava from the end of 2023, where it also makes milka-branded chocolate, which is made in Switzerland for the first time.
According to Mondelez, the image of the Matterhorn will be replaced by a more general alpine peak.
This was reported to the Swiss newspaper by a representative of the company. Newspaper Aargau: “The packaging redesign features a modernized and streamlined mountain logo that complements the geometric and triangular aesthetic.”
The newspaper said the packaging would be changed from “from Switzerland” to “made in Switzerland”.
Toblerone was founded by Theodor Tobler in the Swiss capital of Bern and first launched in 1908. The animal symbol of the city, the bear, is hidden in the design of the umbrella.
The pyramidal parts of Toblerone are said to resemble the Matterhorn, one of the most famous peaks in the Alps, which lies on the border between Italy and Switzerland. It first appeared on packaging in 1970.
According to the Mondelez website, the word Toblerone is a pun on the founder’s last name and Torrone, the Italian word for honey and almond nougat.
In 2016, as part of a cost-cutting effort, Mondelez increased the spacing between the chocolate pieces in its bars in the UK to reduce the bar’s weight from 170g to 150g. After a public outcry, it returned to its original look in 2018.
Source: I News
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