Toblerone announces major change to popular chocolate bar’s packaging

Toblerone is known for its distinctive shape; a series of joined triangular prisms and lettering engraved in the crunchy honey and almond nougat chocolate. The iconic packaging sees a long triangular gold tube with a Swiss mountain depicted at one end, but with manufacturing moving to Slovakia at the end of this year, the brand is having to change its box design.

Toblerone is to remove the Matterhorn mountain peak from its packaging due to Swiss marketing rules.

Some of the chocolate’s production is to be moved from Switzerland to Slovakia later this year, and the confectionary will undergo a labelling revamp, its maker has said.

US firm Mondelez who makes Toblerone said the image of the 14,692 ft Swiss mountain will be replaced by a more generic summit.

Strict rules have applied to Toblerone about it”s Swissness” since 2017.

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Switzerland state that national symbols are not allowed to be used to promote milk-based products that are not made exclusively in the country.

Other raw food products have a threshold of at least 80 percent.

In a statement, Mondelez said it was moving some production of the chocolate to outside of the country to “respond to increased demand worldwide and to grow our Toblerone brand for the future”.

The new packaging is going to include a “distinctive new Toblerone typeface and logo that draw further inspiration from the Toblerone archives and the inclusion of our founder, Tobler’s, signature”.