Since its creation in 1908 by Theodor Tobler and Emil Baumann, Toblerone chocolate has been produced in Bern, Switzerland. Its original recipe based on chocolate, Swiss milk, honey nougat and almonds has conquered gourmets around the world.
Until now, the visual identity of the brand, which belongs to the American Mondelez International, has been based on the representation of the iconic Matterhorn, a Swiss peak reaching 4,478 m, secretly sheltering on its slopes the silhouette of a bear, the symbolic animal of the Bernese coat of arms.
But with part of the production being relocated to Bratislava, Slovakia, in the third quarter of this year, all Toblerone packaging will have to be changed.
The brand is indeed required to comply with the Swissness law in force since 2017. This legislation stipulates that for a food product to be presented as Swiss, at least 80% of the weight of the raw materials must come from this country and their processing must be carried out on Swiss territory.
"The new package design introduces a modernized and streamlined mountain logo that aligns with the geometric, triangular aesthetic." mondelez told the Swiss newspaper Aargauer Zeitung .
The mention Of Switzerland will disappear. The hidden profile of the bear will be kept and the signature of its inventor will be added.
The new packaging is pending validation by the Federal Institute of Intellectual Property.
