Toblerone to lose its iconic Alpine peak

Toblerone has to remove the iconic Matterhorn from its packaging: the chocolate brand is losing the right to use the iconic mountain peak now that part of its production is moving to Slovakia.

No longer fully Swiss

Since 1970, the famous Alpine peak has featured on the packaging of Toblerone chocolate bars. This will now have to change: as global demand is becoming too great to keep all production in Switzerland, the Mondelez subsidiary wants to transfer part of its production from Switzerland to Slovakia.

However, Switzerland has strict rules about marketing products as Swiss. Since 2017, milk-based products are only allowed to use the country’s national symbols if they are made exclusively in Switzerland. That rule was first introduced to protect the country’s typical cheeses and chocolate. For other raw foods, the threshold is at least 80 %, the BBC reports.

Instead of the Matterhorn, a “more generic” mountain peak will soon appear on the packaging. The founder’s signature will also appear on the triangular packaging, along with a new font as well as a new logo. The company draws inspiration for this from the Toblerone archives.