Fans of the world-famous Toblerone chocolate mountains will soon have to get used to a new packaging. The traditional Swiss brand has to change its cult logo in the future.
The reason for the now necessary adjustment is as simple as it is obvious. As the “Aargauer Zeitung” reports, from July the chocolate triangles will no longer be produced exclusively in Switzerland – the American group Mondelez will move part of the production to Slovakia by then – and will therefore no longer be allowed to work with the well-known Matterhorn are advertised on the packaging.
Instead of the famous mountain, in which the logo makers also hid the Bernese bear, the Toblerone will in future have a simple mountain logo, as the company announced: “The redesign of the packaging introduces a modernized and streamlined mountain logo, which combines the geometric and triangular aesthetic,” Mondelez told CH Media newspapers.
To do this, the endorsement “from Switzerland” (German: “from Switzerland”) must be changed to “established in Switzerland” (German: incorporated in Switzerland). The changes to the packaging and the brand claim were initiated last year. The background to the logo change is the strict requirements of the umbrella brand Swissness for Swiss products.
Accordingly, the use of national symbols such as the Matterhorn, Wilhelm Tell or the Swiss cross is only permitted if the product in question has been manufactured exclusively in Switzerland.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
