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Why Toblerone is making a drastic change to its iconic packaging



The makers of Toblerone chocolate bars will remove the Matterhorn mountain peak from its packaging after some of its production processes were moved outside of Switzerland.

In 2017, Switzerland introduced strict rules about the use of its national symbols in marketing.

Companies seeking to display Swiss iconography to promote milk-based products must be made exclusively in Switzerland. Other foods must be at least 80 percent made in Switzerland.

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Rising 4478-metres, the Matterhorn is shaped like a pyramid, with its form echoed along the lines of the classic honey and nougat chocolate bar.

Hidden inside the image of the Matterhorn on Toblerone bars is a bear, the symbol of Bern – the Swiss capital where the chocolate bars have been produced since 1908.

US firm Mondelez, which owns Toblerone, told the Aargauer Zeitung newspaper the imagery on its packaging would soon be altered.

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A landscape of the Matterhorn peak, logo of Toblerone chocolate, located at Gornergrat in Switzerland.

"The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic," a Mondelēz spokesperson was quoted as saying in a statement. 

Labelling for the chocolate would now say it was "established in Switzerland", rather than "of Switzerland".

Mondelēz announced last year that it would move some of the production to Slovakia at the end of 2023.

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