For legal reasons, the company must adapt its packaging to the “Swissness” legislation, a Mondelez spokeswoman told Keystone-ATS on Friday, confirming information from the CH-Media newspapers.
“A triangular mountain logo”
The Matterhorn will be replaced by a modernized “mountain logo” which will correspond “to the geometric and triangular aesthetic”, specified the spokesperson for the American group which owns the Swiss brand. The mention “of Switzerland” will also disappear. On the other hand, the profile of the bear hidden in the side of the Matterhorn will be preserved.
We can also see the signature of the founder of Toblerone. The spokeswoman did not specify if all the packaging will be changed or if it will only be for chocolates produced in Slovakia.
Stricter regulations since 2017
Strict regulations for “Swiss Made” products have been in force since 2017. The aim is to protect the “Swiss” brand from free riders and to guarantee a long-term advantage for companies that produce on Swiss territory.
Toblerone production in Bratislava is due to start in the third quarter of this year. 35g bars. and 50g. will leave the Slovak factory. The Bern production line, where all Toblerone chocolate currently originates, will be retained.
The Matterhorn was featured since 1970
Invented by Theodor Tobler and Emil Baumann, Toblerone has been produced since 1908. Its name is the association of the name of its inventor “Tobler” and “torrone”, the Italian name for honey and almond nougat.
The fact that the triangular shape is inspired by the Matterhorn is certainly only a legend. But since 1970, the illustrious summit has appeared on the brand’s packaging, underlining its Swiss identity.
In 1985, production was transferred from the city district of Bern Länggasse to the current factory located west of the federal capital. After several changes of ownership, Toblerone is now manufactured by the Mondelez group.
ats/oang