When Mondelez International, the current owner of Toblerone, increased the distance between the peaks crossing the famous chocolate bar in 2016 to save money, criticism was so severe that a withdrawal was forced two years later. Connoisseurs of Swiss sweets must now brace themselves for an even greater shock, and this time irrevocable: after fifty years, the peak of Monte Cervino will disappear from the product’s historic logo and be replaced by that of a generic mountain. Mondelez himself made this known to the BBC.
The signature of the inventor
A revision is forced by the very strict law passed by the Swiss authorities in 2017, which bans the use of national symbols to advertise dairy products that are not entirely Swiss-made, a brand that not only represents a guarantee of quality but, according to some studies, of above-average sales (for products without milk ingredients, the threshold drops from 100% to 80%). Now that part of the production has been relocated to Slovakia to “respond to increasing global demand and to further expand our Toblerone brand in the future”, the Matterhorn has to go. Mondelez said in a statement that the new packaging will feature a new font and logo “inspired by the Toblerone archives” and will include the signature of Theodor Tobler, the Swiss chocolatier who invented the award-winning chocolate mix in 1908 will , almonds and honey.