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Toblerone chocolate bars will soon no longer have the iconic peak of the Matterhorn on their packaging as the brand’s US owner has shifted some production out of Switzerland, reports say.
“Swiss newspaper Aargauer Zeitung reported that Mondelez International Inc., the maker of the triangular treat, is changing the design of the mountain featured on the cardboard packaging to comply with the Swissness Act,” Bloomberg explains.
The company last year announced plans to move some of the triangular treat’s production to Slovakia’s capital, Bratislava, to cut costs.
The packaging design is also changing to a “modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic,” a spokesman for Mondelez told the newspaper.
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Toblerone chocolate bars are seen in store in Sentilj, Slovenia on September 11, 2021. Their packaging will be updated so that they do not violate the “Swissness Act” of 2017. (Jakub Porzycki/NurPhoto via Getty Images/Getty Images)
Instead of reading “from Switzerland”, the packaging says “established in Switzerland”.
The changes are credited to the company for not wanting to violate Switzerland’s 2017 Swissness law, which bans national symbols and Swiss crosses on the packaging of products that don’t meet Swissness criteria.
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“The new Swissness legislation therefore strengthens the protection of the designation ‘Made in Switzerland’ and the Swiss cross. It helps to prevent and curb their abuse so that the value of the ‘Swiss’ brand is preserved in the long term.” the Swiss Federal Institute of Intellectual Property.
The Toblerone factory in Bern, Switzerland, will remain open, but it’s not certain what changes in production there might take place, Scripps reports.