Mondelez International Inc., (MDLZ) the popular US owned chocolate maker will be changing the logo of its global chocolate brand Toblerone. The triangular treat’s logo featured the iconic Matterhorn mountain. It will now be represented by a generic mountain. The company is planning to move some of its operations out of Switzerland. As this will violate the provisions in the Swissness Act, the company has to change its well-known mountain logo to a more generic one.
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Swiss newspaper Aargauer Zeitung reported the changing of the mountain design on the cardboard wrapper of Toblerone so the company does not violate the Swissness Act. The Act was passed in 2017 and packaging of products using national symbols and Swiss crosses had to meet the criteria set by the Act.
According to the Swissness Act, 80 percent or more raw materials from Switzerland must be used to produce foodstuffs that use Swiss national symbols. Milk and dairy products must have 100 percent products sourced in the country except for raw materials that are unavailable in Switzerland such as cocoa.
In 2022, Mondelez announced that some of its Toblerone would be produced in Bratislava, the capital of Slovakia. So, the logo had to be changed. A company spokesperson told the Swiss outlet that the new packaging would be changed from “of Switzerland” to “established in Switzerland.”
The Mondelez spokesperson also said that the redesign of the packaging introduced “a modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic.”
According to the Mondelez website, Toblerone was created in 1908 by Theodor Tobler, It describes the chocolate as a “Swiss chocolate bar made with honey and almond nougat.” It is also available in white and dark chocolate versions.
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Toblerone that was produced in Bern, Switzerland has become a global name. The chocolate is recognized for its unique shape that symbolizes a mountain peak. The triangular packaging is also unique.
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