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They soon go their separate ways: the Toblerone and the Matterhorn
Photo:
DENIS BALIBOUSE / REUTERS
Switzerland is highly regarded internationally, and customers all over the world consider many Swiss products to be of particularly high quality.
In order to protect its own brand core, the country has a special regulation: It is called »Swissness« and was introduced in 2017 (you can find out more about the regulation here ).
It regulates who can advertise products with Swiss symbols – such as the Swiss cross – but also with other national symbols.
The well-known Toblerone chocolate will soon no longer be one of them, reports numerous media.
A spokeswoman for the US confectionery company Mondelez confirmed the process to the Swiss broadcaster SRF (click here for the report).
More Mount Everest instead of Matterhorn
Mondelez produces Toblerone.
However, because the company plans to also produce the chocolate brand in Slovakia in the future, it can no longer be described as "Swiss".
Therefore, starting in the summer, new packaging will be designed and the brand will be positioned as “founded in Switzerland”, according to the group.
The new packaging will also feature a new logo.
It is "a modernized and streamlined mountain logo consistent with the geometric and triangular aesthetic."
The silhouette of the Matterhorn will then disappear.
The Toblerone was invented in 1908 by two chocolatiers named Theodor Tobler and Emil Baumann.
The brand name is traced back to a composition of the surname Tobler and "Torrone", the Italian name of the filling.
So far, Toblerone has only been produced in a factory west of Bern.
However, the manufacturer Mondelez does not have to fear a slump in sales.
He suspects that "the new packaging is unlikely to have any negative effects," SRF quotes advertising expert Frank Bodin as saying.
Hardly anyone will notice that the mountain shown on the packaging will soon look less like the Matterhorn and more like Mount Everest.
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