Why Toblerone is forced to change iconic logo after factory change
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Production of part of the chocolate is being moved out of Switzerland, so the Matterhorn alpine peak image can no longer be used. Toblerone packaging Getty Images via BBC The Matterhorn mountain peak will soon be removed from Toblerone packaging when part of the chocolate production moves from Switzerland to Slovakia. The American company Mondelez, which manufactures Toblerone, said that the image of the 4,478-meter-high mountain, one of Switzerland’s postcards, will be replaced by a more generic peak. The change in packaging will be made so as not to violate a law that aims to protect the “Switzerland” brand, in force since 2017 in the country. The legislation provides that national symbols cannot be used to promote milk-based products that are not exclusively manufactured in Switzerland — and, in the case of other foodstuffs, at least 80% of the product’s raw material must come from the country. As part of the production will be transferred to Slovakia, the packaging of the pyramid-shaped chocolate bar, which reproduces the image of the alpine peak, will need to undergo a redesign. The Matterhorn’s jagged silhouette was first used on chocolate packaging in 1970 Getty Images via BBC In a statement sent to the BBC, Mondelez explained that it was moving some production out of the country to “respond to increased worldwide brand Toblerone in the future”. The company said the new packaging would include a “differentiated new font and logo, further inspired by the Toblerone archives, and the inclusion of our founder Tobler’s signature.” Toblerone, the mountain-shaped chocolate made from Swiss milk with almond nougat and honey, first went on sale in 1908 in Bern, the capital of Switzerland. But it wasn’t until 1970 that the cut-out silhouette of the Matterhorn appeared on its packaging — before that, an eagle and a bear had been stamped on the chocolate’s packaging, according to the Toblerone website. Tobler, the chocolate’s original manufacturer, was an independent company until 1970, when it merged with Suchard, forming Interfood, which would later merge with Jacobs to form Jacobs Suchard. This would be part of the food giant Kraft Jacobs Suchard in 1993, until the creation, in 2012, of Mondelez, with the chocolate and confectionery brands of Kraft Foods. Mondelez said Bern is “an important part of our history and will continue to be in the future”. In 2016, Toblerone sparked controversy by changing the candy bar design to space out the signature triangular pieces in an attempt to keep costs down. After much criticism, the company decided to return to its original form two years later.
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