Toblerone Can No Longer Use Mountain Logo or Call Itself "Swiss-Made"

According to reports, duty-free staple Toblerone can no longer be marketed as Swiss chocolate as the brand’s production is moving out of Switzerland. Mondelez, the parent company of the chocolate, has decided to shift its manufacturing from Bern to the Slovakian capital of Bratislava. Toblerone will also no longer use its iconic Matterhorn mountain logo, referencing the mountain of the Alps, straddling the main watershed and border between Switzerland and Italy, on its packaging.

Introduced back in 1908, Toblerone is known for its distinctive shape defined by joined triangular prisms forming bite-sized peaks. Now offered in an assortment of variations, the chocolate is most known for its original mix of milk chocolate, nougat, almonds, and honey.

Speaking to CNN, “For legal reasons, the changes we’re making to our manufacturing mean we need to adjust our packaging to comply with Swissness legislation. We have removed our Swissness claim from the front of the Toblerone pack and changed our description ‘of Switzerland’ to ‘established in’,” said a Mondelez spokesperson. The Swissness Act of Switzerland, passed in 2017, restricts the use of national symbols and the Swiss cross on products that do not meet the “Swissness” criteria, to protect the value of Swiss products.

To be officially recognized as “Swiss-made,” a product must be produced in Switzerland with 80 percent raw materials sourced from the country, with a limit of 100 percent for milk and dairy products.

Noting that Bern will continue to be a part of Toblerone’s history, the new packaging for the chocolate feature “a distinctive new Toblerone typeface and logo,” accompanied by a signature from creator Theodor Tobler

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