The chocolate manufacturer Toblerone is removing the illustration of the summit of the Matterhorn mountain from the packaging, following the decision to move part of the production from Switzerland to Slovakia.
The well-known and beloved chocolate in the form of pyramids, which are supposed to look like the summit of a mountain in the Alps, will undergo a branding makeover and will also include the signature of the company's founder.
According to the American food manufacturer Mondelez, the drawing of the 4,478 meter high mountain will be replaced by a drawing of a more generic mountain peak.
Since 2017, there are strict laws in Switzerland regarding everything that constitutes the "Swiss essence".
According to them, it is forbidden to use national symbols to promote dairy products that are not produced exclusively in Switzerland.
In the case of other food products, 80% of the production has to be in Switzerland so that the symbols can be used for marketing purposes.
In a statement to the BBC, Mondelez said it was moving part of the production outside of Switzerland "as a response to growing demand worldwide and to contribute to the growth of the Toblerone brand in the future."
The new packaging will include "a new and unique font and logo inspired by the Toblerone archives, as well as the addition of the founder's signature, Tobler, on the packaging."
Toblerone (Photo: GettyImages)
The summit of Mount Matterhorn (Photo: Unsplash)
Matterhorn mountain in Switzerland (photo: screenshot, Twitter)
Toblerone pieces (Photo: ShutterStock, emka74)
Toblerone was first prepared by Theodor Tobler and Emil Baumann in Bern, Switzerland, in 1907.
The two produced milk chocolate combined with nougat, almonds and honey in the shape of a triangle.
The name Toblerone is the bread of Tobler's surname and the Italian word "Torrone" (nougat).
The unique shape of the chocolate has been patented.
A single piece of Toblerone is called an "Alp", a singular of thousands.
In 1970, the jagged shape of the Matterhorn peak first appeared on the packaging of the chocolate, with the illustration of the bear alluding to Tobler's hometown of Bern, and an eagle having been drawn on the packaging before.
In 2016, Toblerone caused a stir when it changed the design of the chocolate to space between the triangular pieces.
After intense criticism, the company changed its mind and left the original design intact.
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