The Matterhorn mountain peak, which is Toblerone's official known trademark, will soon be removed from the chocolate packaging, as soon as part of the chocolate production is transferred from Switzerland to Slovakia. Understand better below the reason for the change in logo toblerone.
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The American company that manufactures the toblerone Mondelez said the image of the 4,478-metre-high mountain, which is also the image of one of Switzerland's postcards, will be replaced by a more generic peak.
This change in Toblerone packaging will be made so that there is no violation of a law that aims to protect the “Switzerland” brand, in force since 2017 in the country.
Swiss law provides that national symbols cannot be used to promote milk-based products that are not exclusively manufactured in Switzerland.
And in the case of other types of food, at least 80% of the product's raw material must come from the country.
Therefore, as a part of Toblerone production, it will be transferred to Slovakia; the packaging of the pyramid-shaped chocolate bar, which makes reference to the image of the alpine peak, will need to undergo a reformulation.
Why will there be a transfer of part of the brand to Slovakia?
In a statement sent to the BBC, Mondelez, which is the company that manufactures Toblerone, explained that this transfer of part of the production of the chocolate out of the country, is to “respond to the increase in world demand and expand our Toblerone brand in the future".
Mondelez said the new packaging would include a "differentiated new font and logo, inspired even more by the Toblerone archives, and the inclusion of our founder, Tobler's signature."
Toblerone, a mountain-shaped chocolate made from Swiss milk with almond nougat and honey, was first offered for sale in 1908 in Bern, the capital of Switzerland.
However, it was not until 1970 that the jagged silhouette of the Matterhorn peak appeared on its packaging. Before that, chocolate had an eagle and a bear stamped on the packaging, according to the Toblerone website.
Tobler, the original chocolate manufacturer, was an independent company until 1970, when merged with Suchard to form Interfood, which would later merge with Jacobs to form Jacobs Suchard.
The latter would form part of the food giant Kraft Jacobs Suchard in 1993, until the creation, in 2012, of Mondelez, with the chocolate and confectionery brands of Kraft Foods.
Mondelez stated that Bern is an important part of the company's history and will continue to be in the future.
