Swiss Chocolate Brand Drops Its Iconic Mountain Logo: Why?

Toblerone was launched in 1908 and led by Theodor Tobler. It has been a leading chocolate brand produced in Switzerland since the 1990s. The chocolate bar’s delicious taste and variety of flavours are the reasons behind its popularity. However, there is a huge change that is happening in the brand’s manufacturing end, as the US owner has decided to shift part of the production from Switzerland to Slovakia.

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Due to the Swissness Act of Switzerland, the chocolate brand will have to drop the Matterhorn mountains that appear on its cardboard packaging. For the unfamiliar, the Matterhorn is a mountain in the Alps, and as per the country’s rules, national symbols cannot be used in milk-based products, particularly those that are not exclusively produced on their land. The jagged silhouette of the mountain has been on the packaging since 1970, and the brand is planning to change the design of the mountain and transform it into a general summit.

The chocolate is made of honey and almond nougat and is popular for its delicious flavour and consistent quality. It is also being said that the Alpine Peak Bar will be revamped, and the founder’s signature will be included on the label, according to a report by the BBC. Mondelez International Inc., the US-based firm that produces the triangular sweet meat, is also suggesting that instead of "Of Switzerland," the packaging would now read "Established in Switzerland" to mark the shift in production.

Earlier, the chocolate brand’s logo was a Bernese bear, a four-legged icon, and an eagle, a national symbol of Swissness, and was later switched to the Matterhorn.