Toblerone, that quintessential Swiss chocolate bar with its triangular peaks and Matterhorn imagery, is being overhauled in packaging on a huge scale. Mondelez International, the American parent company, is dropping the Matterhorn mountain peak from the package because of Switzerland’s tough “Swissness” regulations. The regulations address the use of national symbols, instigated by plans to move some production to Bratislava in Slovakia.
Though the recipe of the chocolate and the central production of Bern, Switzerland, are not altered, this rebranding is a balance between tradition, legality, and international market needs. The new packaging will highlight a modernized mountain logo, a reference to the 1908 Swiss origin of the brand, and the faint bear outline that is associated with the heritage of Bern. This change emphasizes the larger context of geographical indication laws and their effects on international brands.
Navigating Switzerland’s Swissness Act
Switzerland is serious about its reputation for quality, and the “Swissness” Act of 2017 is evidence. The legislation imposes strict guidelines on using national icons such as the Matterhorn or labeling a product as “Swiss-made,” so only true Swiss products receive the exclusive branding. For Toblerone, that entails rebranding now that some manufacturing is relocating outside of Switzerland.
- Milk-based products (e.g., Toblerone) must be 100% made in Switzerland to use Swiss symbols or claim Swiss origin.
- Other foods require at least 80% of raw materials to be sourced from Switzerland.
- Industrial products need 60% of manufacturing costs to be incurred in Switzerland.
- These rules protect the “Swiss-made” label, enhancing product value.
- The label can increase a product’s price by up to 20%, or 50% for luxury goods, per Switzerland’s State Secretariat for Economic Affairs.
For Mondelez, adhering to these rules involves stripping back the Matterhorn and “Swiss chocolate” tag from packaging. The new design will instead read “Established in Switzerland in 1908,” keeping alive Toblerone’s heritage while remaining in compliance with the law. It’s a wise decision to maintain Toblerone’s worldwide popularity without sacrificing its Swiss essence.
Strategic Production Shift to Slovakia
In order to cater to Toblerone’s increasing popularity globally, Mondelez is relocating production of smaller-sized 35- and 50-gram bars to Bratislava, Slovakia. However, larger 100-gram bars will continue to be produced in Bern, Switzerland, where the chocolate originated. This proportion makes it possible for the company to expand while remaining rooted.
- Mondelez is investing heavily in its Bern factory to increase production.
- The factory aims to produce an additional 90 million 100-gram bars annually.
- This investment reflects Mondelez’s commitment to Switzerland.
- The company is also expanding operations in other regions, such as Bratislava.
- The Bratislava shift focuses on meeting demand in a competitive international market.
- Mondelez aims to maintain quality while fulfilling orders globally.
The partial relocation is not without its drawbacks. Because some of the production is departing Switzerland, Toblerone can no longer use the Matterhorn or label “Swiss-made” on those bars. But by maintaining core production in Bern and stressing the brand history, Mondelez is able to keep Toblerone connected to its Swiss heritage while expanding its presence.
Redesigning an Iconic Look
Toblerone’s packaging is receiving a new face, replacing the Matterhorn with a clean, contemporary mountain logo that captures the chocolate’s triangular energy. It’s not just a superficial alteration it’s a regulatory requirement to meet Swiss law. But Mondelez is ensuring the new look feels like Toblerone.
- The re-designed Toblerone pack features a new font and Theodor Tobler’s signature.
- Design elements are inspired by the company’s 1908 origins, drawing from its archives.
- The concealed bear, referencing Bern’s coat of arms, remains unchanged to preserve Swiss heritage.
- Mondelez aims to blend tradition with a contemporary look in the redesign.
Consumers can sleep tight knowing the chocolate itself Swiss milk, honey, and almond nougat will remain unchanged. The relaunch is designed to preserve the emotional relationship between consumers and the appearance and feel of Toblerone, even as it evolves with new realities. It’s a delicate balancing act between pleasing loyal customers and complying with regulations.
Global Lessons in Geographical Indications
Toblerone’s tale isn’t exceptional globally, geographical indication regulations safeguard products associated with places, and their authenticity and cultural significance are guaranteed. The regulations influence brands’ self-marketing, from cheese to tea. Toblerone’s rebranding provides a glimpse into this intricate process.
Feta cheese:
- Must be produced in Greece, immersed in brine, and drained without pressure to use the name in the EU.
- Denmark and Germany opposed these restrictions but were overruled.
- Outside the EU, Denmark and Germany market their versions as “Feta”.
Jamón Ibérico:
- Must come from Iberian Blackfoot pigs raised in specific Spanish or Portuguese regions.
- Requires 36 months of curing to qualify as Jamón Ibérico.
- American manufacturers, unbound by EU regulations, sell their versions as “jamón ibérico americano”.
Darjeeling Tea and Cambodia’s Kampong Speu palm sugar are labeled as such as well. India only allows Darjeeling tea to bear the name, with courts battling to protect it worldwide. Cambodia’s palm sugar, sought after for its smell, won EU approval in the face of opposition. Even UK Dundee cake is up for discussion, with one faction arguing it has to be produced in Dundee with whole almonds, leading to protests from other bakers. Additionally, these instances illustrate how much origin plays a role in international markets.
Learning from Toblerone’s History Changed
Toblerone has experienced design controversy in the past, and they’ve learned how much people care about its appearance. In 2016, UK fans were upset when Mondelez widened the peaks of the chocolate triangular peaks to reduce weight in order to maintain prices constant a typical example of “shrinkflation.” The outrage was immediate, and two years later, the classic shape resumed.
- Mondelez’s rebrand likely draws from past experiences with strict origin rules.
- The rebrand retains the bear shape and emphasizes Swiss heritage to maintain fan loyalty.
- The recipe remains unchanged, ensuring the core Toblerone essence stays intact despite the packaging update.
This history points to a larger truth: consumers have intense emotional relationships with iconic brands. Toblerone’s test is to respect that allegiance while evolving in terms of regulation and expansion requirements. By incorporating features such as Tobler’s signature and the Bern bear, the brand demonstrates that it’s hearing its enthusiasts while it also pushes on.
Toblerone’s packaging revamp is more than a visual adjustment it’s a reaction to a world where tradition, law, and international markets intersect. By substituting the Matterhorn with a new logo, maintaining production in Bern, and emphasizing its 1908 Swiss heritage, Mondelez walks Switzerland’s “Swissness” Act but remains loyal to the brand. The unaltered formula and recognisable bear shape soothe enthusiasts, and relocating to Bratislava accommodates increasing demand. From Feta to Darjeeling Tea, the Toblerone story illustrates a world-wide drive to defend product origins and demonstrates how companies change to remain genuine in a dynamic economy.
