From late 2023, part of the production will move to Slovakia, so the image of the Swiss mountain peak will no longer be authorized to use.
“Swissness” legislation introduced in 2017 restricts the use of the national flag, as well as other indicators of Swiss provenance, in foodstuffs, industrial products, and services. As the production of Toblerone will partly take place abroad and the image of the Matterhorn is subject to marketing restrictions on the use of Swiss iconography, the new packaging will replace it with a more generic Alpine summit.
According to a spokesperson for Mondelēz, which has owned Toblerone since 2012, the new packaging will feature a modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic. In addition, the packaging will now read “established in Switzerland”, rather than “of Switzerland”.
Since 1908, Toblerone has been produced in the Swiss capital, Berne, whose ursine heraldic animal is hidden inside the Matterhorn image.
Cover photo: © Morgan Thompson/Unsplash