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Toblerone chocolate to remove iconic mountain logo
Don't be surprised if you won't soon see the iconic mountain logo of Toblerone on its packaging.
The Swiss milk chocolate brand is soon dropping the iconic Matterhorn mountain logo because in 2022, the company decided to move some of its production out of Switzerland and into Slovakia.
According to People magazine, the move goes against the "Swissness" regulation of 2017, which restricts the use of key symbols and other indicators of Swiss provenance, in food, industrial products and services like the national flag's white cross on a red background, and the image of the famous Matterhorn mountain that straddles the border of Switzerland and Italy.
The Toblerone packaging will now also read, "established in Switzerland," and not "of Switzerland."
"The packaging redesign introduces a modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic," a rep for Mondel?z, the brand's U.S. owner, told the Aargauer Zeitung newspaper, according to The Guardian.
This marks the end of a 115-year connection between the mountain and the candy bar.
Toblerone was created by Theodor Tobler and his cousin Emil Baumann in Bern, Switzerland in 1908.
And in case you were wondering about the name: "Toblerone" is a play on Tobler's name and "torrone," the Italian word for honey and almond nougat.
Previously, the spaces between the chocolate's triangle peaks were reportedly getting wider in 2016. According to the company, it was a "long-planned" reduction in weight due to the rising cost of some ingredients.
The company's official assets have yet to be updated with the new logo.
— Kimberly Tsao/LA, GMA Integrated News
