Popular Chocolate Brand Ditching its Iconic Packaging

Toblerone, the popular chocolate bar company, will be changing its logo and removing the mountain peak.

By Charlene Badasie | Published


Toblerone will no longer display the famous Matterhorn peak on its packaging. The removal of the iconic mountain of the Alps is due to a change in where the chocolate is made. Mondelez International is moving its operations to Slovakia, which means, under Swiss law, the company can no longer use the country’s iconography on its products.

The shift is part of the U.S. confectionary company’s cost-cutting efforts, which were announced in 2022. As a result, Toblerone will move to Slovakia in July and can no longer be touted as Swiss chocolate. Claiming links to the European company violates the 2017 Swissness Act, which requires products to meet specific criteria to use its symbols or name.


Speaking to NPR, a Mondelez spokesperson explained that the chocolate brand had to change its branding for legal reasons. “We have to adapt our packaging to Swiss legislation and remove the Swissness notice on the front of the Toblerone pack,” the representative said. However, the company says the bars will still have some links to Switzerland.

Along with removing the Matterhorn Mountain from its packaging, Toblerone bars will now include the phrase “established in Switzerland” on the label instead of the classic “of Switzerland.” Its famous hidden bear, which serves as a tribute to the city of Bern, will remain unchanged. Mondelez International is still working on a new design but says it will pay homage to its Alpine roots.

According to NPR, the company wants to create a “modernized, streamlined mountain logo consistent with the geometric and triangular aesthetic.” Other changes reflect the heritage of Toblerone as the logos are inspired by its archives. The signature of the treat’s founder, Theodor Tobler, will also appear on the packaging.

Although moving Toblerone production to Slovakia comes at the cost of its branding, the company has increased investment at its Bern factory. This ensures that the region plays a central role in the chocolate bar’s history. Mondelez International plans to increase the production of its 100-gram products and hopes to produce 90 million additional units per year.

The Toblerone recipe, which features a chocolate, honey, almonds, and nougat blend, will remain unchanged. Theodor Tobler created its distinctive triangular shape and packaging. The chocolate first went on sale in 1908. The company remained independent until it merged with Milka manufacturer in the 1970s.

Kraft later bought it out, and in 2012 it spun off to Mondelez International, also known for Ritz crackers and Green & Black’s chocolate. While the laws requiring Toblerone to change its packaging might seem like overkill, the regulations aim to “protect the credibility and value of the coveted Swiss label,” according to its government.

Additionally, studies indicate that Swiss branding adds 20 percent to consumables’ value and sale price, like Toblerone. Luxury goods can increase in value by up to 50 percent compared to similar items from other locations.

To hold the coveted Swiss label, food products must source at least 80 percent of their raw materials from Switzerland. If the item uses milk and dairy, like Toblerone, 100 percent must be sourced within the country. This includes core processing, with few exceptions.