Chocolate lovers, gather ’round because we’ve got some news about one of the most recognizable sweets out there! Toblerone, the beloved triangular bar with that distinct almond-and-honey nougat goodness, is known for its unique shape and, of course, the majestic mountain gracing its packaging. For generations, that mountain has been the Matterhorn, the impressive 4,478-metre-high (14,690 ft) peak whose nearly symmetrical pyramid mirrors the bar itself.
But get ready, because that famous image is undergoing a transformation. The Matterhorn is set to be removed from Toblerone packaging. Why the change, you ask? Well, it comes down to Switzerland’s “Swissness” legislation, enacted back in 2017, which sets strict rules about using national symbols and claiming Swiss origin.
This legislation was put in place to protect the value and credibility of the “Made in Switzerland” label. Studies have actually shown that products branded this way can fetch a price 20% higher than comparable goods from other places, jumping up to 50% more for luxury items! So, it’s a big deal for the country and its brands.
Under these rules, for a foodstuff to market itself as “made in Switzerland,” a hefty 80% of its raw ingredients must come from the country, and the majority of the processing needs to take place right there. If it’s milk or milk-based, that requirement jumps to 100% of the milk, with exceptions only for ingredients impossible to source from Switzerland, like cocoa.
The reason Toblerone is making this change is straightforward: its US owner, Mondelēz, announced last year that it would move some of the chocolate bar’s production outside of Switzerland. Specifically, part of the production is heading to Mondelēz’s plant in Slovakia, where Mondelēz also makes Milka chocolate. This move, according to reports, is aimed at cutting costs.
Because some production is shifting away from the Swiss city of Bern, where Toblerone has been produced since 1908, the chocolate bar will no longer meet the criteria to prominently feature Swiss iconography like the Matterhorn or state that it is “of Switzerland.” It falls “foul of marketing restrictions relating to the use of Swiss iconography,” as the saying goes.
A spokesperson for Mondelēz shed some light on the situation, telling the Aargauer Zeitung newspaper, “The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic.” They also confirmed to NPR that, “For legal reasons, we have to adapt our packaging to the Swissness legislation and, among other things, remove the Swissness notice on the front of the Toblerone pack.”
Product on Amazon: Toblerone Chocolate Bars Bulk Candy Variety Pack – 85 Pieces Individually Wrapped Chocolate Candy Bulk – Bulk Toblerone Mini Milk Chocolate Candy Assortment Perfect for Sharing, Snacking and Parties – (85 Pieces)
Brand: Yummy Chew
Binding: Product Group: Grocery
Price: 14.98 USD
Features:
1. Iconic Toblerone Flavor – Enjoy the unique taste of Toblerone Mini Bars, featuring Swiss milk chocolate blended with honey and almond nougat for a rich, distinctive flavor.
2. 85 Individually Wrapped Mini Bars – Includes approximately 85 mini Toblerone chocolate bars, each individually wrapped for freshness and easy sharing.
3. Delicious Variety Pack – An assortment of Toblerone flavors, offering a delightful mix of classic milk chocolate, dark chocolate, and white chocolate varieties.
4. Perfect for Any Occasion – Ideal for parties, gift bags, holidays, corporate events, or everyday snacking — a premium treat for any chocolate lover.
5. Bulk Pack for Sharing – This large Toblerone bulk pack ensures there’s plenty to go around, making it great for candy bowls, snack stations, or gifting.
Shopping on Amazon >>
So, while the iconic Matterhorn is stepping aside, the packaging isn’t losing its mountainous vibe entirely! The brand will replace it with a more generic Alpine summit. This new design is intended to still pay homage to its Alpine roots while fitting in with the brand’s look. It sounds like they’re aiming for something sleek and modern, keeping that triangular feel we all know and love.
What else is changing on the wrapper? Well, instead of reading “of Switzerland,” the packaging will now state that the brand was “established in Switzerland.” This subtle tweak acknowledges the bar’s origins in Bern without making a claim about its current production location that the Swissness law wouldn’t permit once some production moves.
Now, before you panic about your favorite treat changing completely, let’s talk about what’s staying the same! The chocolate itself – that delicious blend of chocolate, honey, and almond nougat – isn’t changing. Phew! That’s the most important part for many of us, right?
Also, some fantastic historical nods are staying put, and they’re even getting more emphasis. Look closely at the new packaging, because the famous hidden bear outline, a tribute to Bern (whose heraldic animal is a bear!), will still be there within the new mountain logo. The company stated, “The other changes to the packaging also reflect Toblerone’s heritage.”
They added that, “The font and brand logo are inspired by the Toblerone archives and include the signature of our founder Tobler.” How cool is that? A little piece of Theodor Tobler right there on every bar, connecting us back to 1908!
While some production is moving, Mondelēz is keen to emphasize that Bern isn’t being left behind. The company plans to continue producing Toblerone bars in Switzerland and has increased investment in the factory there. They believe this investment will boost production of the 100-gram bars significantly in the medium to long term, aiming for an impressive 90 million additional bars per year.
Mondelēz assured that “Bern plays a central role in Toblerone’s history and will continue to do so in the future.” So, while there’s a production shift happening elsewhere, the heart of Toblerone production remains firmly rooted in its birthplace.
This isn’t the first time Toblerone has made headlines for packaging or shape changes. Remember back in 2016 when they widened the gaps between the peaks on bars in the UK? That caused quite a stir, though reports suggested it actually boosted sales through free marketing! They reverted to the original shape a couple of years later, so change isn’t always permanent.
Product on Amazon: TOBLERONE SWISS MILK CHOCOLATE WITH HONEY AND ALMOND NOUGAT 6 X 100 G BARS by Toblerone
Brand: Toblerone
Binding: Misc. Product Group: Grocery
Price: 19.99 USD
Features:
1. Each order has Six 3.52 ounce bars
2. Delicious Toblerone Swiss milk chocolate with honey and almond nougat
3. Net weight: 600 grams
4. Product of Switzerland
Shopping on Amazon >>
Product on Amazon: Toblerone Milk Chocolate Bar with Honey and Almond Nougat, Valentines Chocolate, 12.6 oz
Brand: Visit the Toblerone Store
Price: 20.5 USD
Rating: 4.7 Total reviews: 120
Item Form: Bar
Occasion: Valentine’s Day
Chocolate Type: Milk
Flavor: Chocolate
Features:
1. One 12.6 oz Toblerone Milk Chocolate Bar with Honey and Almond Nougat, Valentines Chocolate
2. Decadent milk chocolate with honey and almond nougat pieces
3. European chocolate with themed packaging for a unique Valentines Day chocolate gift
4. Perfect for personal enjoyment, sharing or adding to a chocolate gift basket
5. Kosher chocolate for Valentine’s parties or last-minute gifts
Shopping on Amazon >>
Ultimately, while the iconic Matterhorn will bid farewell to the wrapper, the spirit of Toblerone seems set to continue. We’ll still get that unique shape, the hidden bear, a nod to the founder, and, most importantly, the same beloved taste. It’s a shift driven by legal requirements and production logistics, but the essence of the chocolate bar we’ve loved for years remains. Get ready to spot the new, modern mountain on shelves soon!
Related posts:
Matterhorn no more: Toblerone to change design under ‘Swissness’ rules
Toblerone is no longer Swiss enough to feature the Matterhorn on its packaging
Toblerone must drop iconic Matterhorn logo due to ‘Swissness’ rules
