The 1908 Bern chocolate bar will now have a stock peak. Instead of the Matterhorn, a different typography, and the words “established in Switzerland.”
Due to a change in a production location, Toblerone will no longer feature the Matterhorn mountain peak in its trademark.
Due to strict regulations regarding the use of Swiss iconography, the nougat, almond, and honey-filled chocolate bar will now be manufactured primarily in Slovakia, necessitating the elimination of its classic logo.
Under Swiss law, only milk-based products wholly produced in Switzerland are permitted to use national symbols in their marketing.
In the Swiss Alps, the 4,478-metre Matterhorn’s nearly symmetrical peak mimics the triangles in a Toblerone bar.
According to Mondelez, the peak of a more generic mountain will be used in its place.
In addition to the mountain, the packaging will feature a new font and Theodor Tobler’s signature.
A spokesperson for Mondelez told, “We are continuing to invest in innovation across our Toblerone portfolio, marketing, and production to meet the increased global demand and expand the Toblerone brand for the future.
“As part of this, an evolved visual identity is being unveiled through updated packaging that includes a distinctive new Toblerone typeface and logo that draw further inspiration from the Toblerone archives and the inclusion of our founder, Tobler’s, signature.”
Bern will continue to play a significant role in our history.
The bar was first sold in the Swiss capital of Bern in 1908. And the company remained autonomous until 1970 when it merged with the manufacturer of Milka.
It was bought by Kraft and sold to Mondelez in 2012, which makes Ritz crackers and Green & Black’s cocoa.
