A MAJOR change is coming to Toblerone chocolate bars.
The identifiable Matterhorn mountain peak will shortly disappear from the popular Swiss treat.
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The chocolate brand’s parent company Mondelez International is changing the design of the mountain depicted on the wrapper to avoid violating the Swiss Act, reported Swiss newspaper Aargauer Zeitung.
Instead, the packaging will feature a more geometric “streamlined mountain logo”, which will aesthetically match the familiar triangular shape.
Last year, Mondolez announced that it would be shifting some of its production from Switzerland to Slovakia’s capital, Bratislava, as a way to cut costs.
Under Switzerland’s Swissness Act – passed in 2017 – national symbols and Swiss crosses are not allowed on the packaging of products that that do not meet Swissness criteria, The Irish Times reported.
The Act also articulates that using Swiss national symbols or anything claiming to be ‘Swiss made’ must contain at least 80 per cent of the product’s raw materials originating from Switzerland.
This increases to 100 per cent for milk and dairy products.
Since 1908, Toblerone has been produced in the Swiss capital, Berne, whose heraldic animal – a bear – is hidden inside the Matterhorn’s image on the packaging.
A Mondelez spokesperson told Aargauer Zeitung: “The packaging redesign introduces a modernised and streamlined mountain logo that aligns with the geometric and triangular aesthetic.”
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Toblerone packaging will now read “established in Switzerland,” rather than “of Switzerland”.
