Toblerone will eliminate the Matterhorn peak
from its packaging when part of the chocolate production is transferred from Switzerland to Slovakia: the US multinational Mondelez, owner of the brand, announced this to the BBC.
The packaging of the pyramid-shaped bar that mirrors the Alpine peak will undergo a makeover and will include the signature of its founder, Mondelez said, explaining that the image of the mountain will be replaced by a more generic peak.
The planned change is dictated by the
strict rules on Made in Switzerland
(so-called 'Switzerland') introduced in the country in 2017, according to which national symbols cannot be used to promote dairy products that are not exclusively made in Switzerland.
For other raw food products the threshold is at least 80%.
Mondelez told the British broadcaster that she is moving some production to Slovakia to "respond to increased global demand and to grow our Toblerone brand into the future."
The new packaging will include “a new distinctive font and Toblerone logo that draws further inspiration from the Toblerone archives and the inclusion of our founder, Tobler's signature,” the company added.
