Toblerone to remove Matterhorn image from packaging amid production shift

Toblerone to remove Matterhorn image from packaging amid production shift

Business

Mondelēz, the US-based company that owns the Toblerone chocolate brand, has announced that it will remove the image of the Matterhorn mountain peak from its packaging.

This decision was made after the company announced last year that it would be moving some production of the triangular chocolate bars from Switzerland to Slovakia, with the shift expected to occur later this year.

The packaging of the pyramid-shaped bar will now feature the label 'established in Switzerland' instead of 'of Switzerland', in order to comply with Switzerland's Swissness Act, which restricts the use of national symbols on foodstuffs and requires products marketed as 'Made in Switzerland' to source at least 80% of their raw ingredients domestically.

Toblerone first appeared in 1908, but it wasn't until 1970 that the Matterhorn design was added to its packaging.

A Toblerone bar circa 2016 credit Ashley Pomeroy CC BY 3.0
A Toblerone bar, circa 2016 © Ashley Pomeroy - Own work, CC BY 3.0

The move to Slovakia is aimed at helping Mondelēz respond to growing demand and expand the Toblerone brand worldwide.

The company has owned Toblerone since 2012 and also produces the Milka chocolate brand in Slovakia.

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