Toblerone to Lose Iconic Matterhorn Image on Packaging due to Shift in Production to Slovakia

Toblerone chocolate bars, known for their distinct triangular shape and the Matterhorn image on their packaging, are set to lose their iconic symbol due to a shift in production to Slovakia by Mondelez, the U.S. company that owns the brand.

This move appears to violate Switzerland's "Swissness Act," which sets strict requirements for products to use Swiss symbols or call themselves Swiss-made. The act aims to protect the credibility and value of the Swiss label, which studies show can represent up to 20% of the sale price for certain products and up to 50% for luxury goods. At least 80% of raw materials for food products must come from Switzerland, and 100% for milk and dairy, with essential processing also done inside the country, except for a few exceptions. Mondelez will need to adjust its packaging to comply with the Swissness legislation, including replacing "of Switzerland" with "established in Switzerland" and scrapping the iconic Swiss mountain on the Toblerone box.

Mondelez has promised to introduce a modernized and streamlined mountain logo, a new Toblerone typeface and logo that align with the geometric and triangular aesthetic, and founder Tobler's signature. Despite the cost, the company says its decision to move production out of the country will help it manufacture "millions" of additional bars.