Toblerone is to lose the image of the Matterhorn mountain peak from its branding due to a change in where it is made.
The chocolate bar, consisting of nougat, almonds and honey, will now be mostly made in Slovakia, meaning due to strict rules about the use of Swiss iconography it has to drop its classic logo.
Under Swiss law, only milk-based products entirely produced in Switzerland can use national symbols in their marketing.
The Matterhorn will no longer feature on the chocolate’s box
The 4,478-metre-high (14,690ft) Matterhorn is in the Swiss Alps, with its near-symmetrical peak mimicking the triangle-shaped chunks in a bar of Toblerone.
Instead, the peak of a more generic mountain will be used, according to its US owner, Mondelez.
Not only will the mountain on the packaging change, there will also be a new typeface, and it will feature the signature of its founder, Theodor Tobler.
A Mondelez spokesperson told Switzerland’s Aargauer Zeitung newspaper: “The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic.”
They added that Toblerone packaging will now say “established in Switzerland”, rather than “of Switzerland”.
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The bar first went on sale in the Swiss capital of Bern in 1908, with the company remaining independent until 1970, when it merged with the company that made Milka.
It was ultimately bought out by Kraft, and later spun off to Mondelez in 2012, which also makes Ritz crackers and Green & Black’s chocolate.
