"You're Not Swiss" Matterhorn Removed from Chocolate Packaging
Chocolate 'Toblerone' Packaging to Change
Due to Production Plant Relocation to Slovakia
Switzerland Enforces Strict Regulations on National Symbols
The Swiss-made chocolate bar 'Toblerone,' loved worldwide for its unique shape lined with pointed triangular prisms, is set to lose one of Switzerland's representative symbols from its packaging. Originally, Toblerone was produced in Swiss factories, but due to a change in the parent company's management strategy, some production is being moved to Slovakia.
According to the British BBC broadcast on the 6th (local time), Mondel?z, the American global food company that owns the Toblerone brand, recently announced plans to shift some Toblerone production from Swiss factories to Slovakian factories.
As a result, Toblerone packaging will no longer be allowed to feature the Matterhorn peak, one of Switzerland's iconic symbols. According to the BBC, the Swiss government applied the 'Swissness' regulation to the food industry in 2017.
Toblerone chocolate packaging featuring the Matterhorn peak
Photo by Yonhap News
Swissness allows products of Swiss origin to display their nationality, introduced to protect Switzerland's national brand value and enhance competitiveness.
The Swissness regulation also applies to processed foods. For example, if the milk contained in a product is not entirely produced in Switzerland, companies cannot use the Swiss flag or Swiss symbols in their marketing. Generally, Swissness is considered valid if 80% of the raw materials are sourced from Switzerland.
Regarding this, Mondel?z explained, "We are relocating some production overseas to respond to the increasing global demand and to expand the Toblerone brand." They also added that instead of the Matterhorn peak, a new logo will be designed to replace it on the packaging.
Meanwhile, Toblerone was first released in 1908 in Bern, the capital of Switzerland, and has grown into one of the most famous chocolate brands worldwide. The original Toblerone was made by mixing honey nougat and almonds with chocolate into a triangular prism shape, which is known to have been inspired by the Matterhorn mountain in Bern.
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The Matterhorn peak became established as a marketing symbol for Toblerone in the 1970s.
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