As the Swiss portal “Blick” reports, the new logo has now been introduced at Toblerone. A few weeks ago it was reported that the well-known chocolate brand will change the packaging. Mondelez, the company that makes Toblerone, had to change the logo due to a law that gives special protection to products from Switzerland.
The so-called “Swissness” law has existed since 2017. According to this, food can only be described as “Swiss” if at least 80 percent of the raw materials come from Switzerland. There are exceptions for raw materials that are not found in Switzerland, such as cocoa. In addition, the main processing steps of the products must take place in Switzerland. And this is exactly where the problem for the cult chocolate lies.
Toblerone production was outsourced – Matterhorn gone
Because the capacities for the production of Toblerone have been expanded and part of the production has been moved to a new plant in Slovakia, the chocolate with its iconic triangular box is no longer considered a Swiss product. According to the law, however, products without the “Swissness” factor may not show any national symbols. Therefore, Toblerone is no longer allowed to use the Swiss landmark Matterhorn as a logo for its chocolate.
The new logo now only shows an abstract mountain peak. The brand claim “Toblerone – of Switzerland” will also disappear. From now on it will be called “Toblerone – established in Switzerland 1908”.