Toblerone company overlooked the iconic Matterhorn symbol from the packaging because of the 'Swissness' regulations

March 7, 2023: Toblerone chocolate will no longer feature Switzerland’s famous Matterhorn peak, as its U.S. owner Mondelez transfers some production to Slovakia this year.

The company will release a reference to Toblerone being “Swiss chocolate,” instead stating it, “Established in Switzerland in 1908.”

It’s due to Swiss legislation in force that started in 2017, needing any product which uses “Swissness” to advertise a product or provide to meet a set of origin bars. Milk-based items must be made exclusively in the country.

Lawmakers stated that it is a way to protect the prestige related to Swiss-made things. Marks of “Swissness”, including the flag, reference places like Geneva or the famed mountain in the Alps known for its neat pyramid shape.

Mondelez has confirmed that it is changing its packaging due to Swiss legislation as it moves a few overseas productions.

It stated that the redesigned bar features a “modernised and streamlined mountain logo consistent with the geometric and triangular aesthetic” and retains a bear’s subtle outline on the mountain’s exposure. Bern, the administrative capital of Switzerland, parts a bear on its coat of arms.

Mondelez is tweaking the Toblerone font and brand logo, including the signature of the specific nougat, almond and honey-filled chocolate’s founder, Theodor Tobler.

Mondelez stated that the Toblerone bars would keep producing in Switzerland and that it had made in its Bern factory to surge production of its 100g areas by 90 million a year.

The changes that have arrived this year, it said, will help it meet surged demand and “strengthen the Toblerone for the future.”