Eagle-eyed chocolate lovers have recently spotted a significant change in one of their beloved chocolate brands. The iconic Matterhorn peak silhouette is being removed from Toblerone bar packaging, according to Dirk Van de Put, CEO of Toblerone’s parent company Mondelēz International.
Aesthetic Choice or Legal Obligation?
Van de Put explained this decision during an interview at the 2023 Milken Global Conference in May. Toblerone, founded over a century ago in Berne, Switzerland by Theodore Tobler, is considered a quintessential Swiss brand. However, the removal of the Swiss mountain silhouette was not solely an aesthetic choice. It was primarily driven by legal requirements imposed by Swiss law.
Adhering to Swiss Standards
Switzerland asserts that if a product features a symbol representing the country, specific criteria regarding production location and material sourcing must be met. As Toblerone expands its production to new countries, it no longer satisfies these criteria, thus necessitating the removal of the revered Swiss mountain.
Despite relocating some production outside Switzerland, Van de Put emphasized that Toblerone will maintain its commitment to Swiss production. “We have forever produced Toblerone in Switzerland, and we’re not planning to stop, nor reduce the quantity produced here,” he reassured. Slovakia was chosen as the new production location because it aligns with their company values.
A Sneakily Subtle Change
While the Matterhorn may be disappearing from Toblerone’s packaging, the company plans to retain mountain imagery. However, the exact mountain to replace the iconic silhouette has yet to be determined. Van de Put is confident that most consumers won’t even notice this alteration.
A Continuous Journey
This is not the first time Toblerone has undergone a redesign. Although it first entered the market in 1908, the Matterhorn silhouette was only added to the packaging in 1970, according to the brand’s website.
Toblerone continues to evolve and adapt its iconic branding, preserving its Swiss heritage as it expands its production capabilities globally.